14 Aug Module 1 Discussion My Marketing Mix We defined marketing as, the art and scien

Module 1 Discussion
My Marketing Mix
We defined marketing as, the art and
science of getting people to spend their money on your product rather
than the other guys, and be happy that they did so. Do you think
thats true? Does some Wizard of Oz person-behind-the-curtain get you to
buy something by manipulating you through the 7 Ps? And is manipulate
the right word for us to use? Which one of the Ps gets you to purchase
a great price? Superior product no matter what the cost? Or are you
influenced by a cool promotion? Give an example of a product and why you
bought/buy it. Be specific in referring to the 7 Ps in your post, and
include which of the Ps is less relevant to you as well. Dont forget
that the Ps often are inter-related there may be more than one P that
influences your decision to buy a product.Module 2 Discussion
The Good, the Bad, and the Ugly
Weve all heard the clich that nice
guys finish last. Is this true in marketing? Do firms that use good
ethical practices have an advantage or disadvantage? Do you think
consumers will pay a few cents more for non-polluting soap or
environmentally friendly food products? Even popular movies have raised
this question. In the film, Heaven Can Wait, Warren Beatty plays Joe
Pendleton, a former NFL quarterback who came back to life as a CEO after
a fatal accident. Joe tells his executives that he wants his company to
be the good guy tuna company. Joe believed his customers would pay a
little more to not kill dolphins. This sounds good in the movies, but is
it true in real life? How about for you and your family?

Select a company that you believe has
exceptionally good or bad ethical practices. Tell your classmates if you
believe they are at an advantage or disadvantage and why. Consider the
Saint Leo core values, particularly excellence. Does the firm you
selected reflect any of them in their marketing practices? Use specific
examples to support your opinions. Dont forget to include your personal
experiences with the company and with our core values. Please type the
name of your firm in the title of your post (e.g., TOMS SHOES) so your
classmates can easily see it. Any firm can only be used ONCE first
come, first served!
Module 3 Discussion
I love that brand
If youve had a really bad day (one of
those I wish I had stayed in bed days), is there a product that
always makes you feel better? How about at the holidays; does your
family have favorite foods that you associate with all the good things
the holidays mean to you? The firms that make those products certainly
hope so, because it means they have been successful in creating a brand image
that you associate with positive feelings or values. We dont even have
to eat that favorite food; just the logo or jingle can cause us to make
those associations. Explore the brands you love and how the firms that
sell them to you have created a brand image.

For this discussion, first read Real
Marketing 8.2 in the textbook. Then, select one of your favorite brands
and describe how you see its brand image. What do you think the firm did
to create that image? If you were the brand manager for the product,
what would you do to continue building that brand? Be specific and get
creative. After all, if Harley Davidson can build a brand that makes 55
year old orthodontists feel like wild weekend bikers the roads wide
open.Module 4 Discussion
You actually bought THAT?
You and a group of your co-workers
take a long lunch on Friday and visit the local mall for a quick snack
and some speed shopping. Being polite and valuing your co-workers
friendship, you dont burst out in laughter when you see what is
unmistakably the most hideous blouse in the history of Macys, not to
mention how much she paid for it! Clearly, you have MUCH better taste.
Sorry, its not that simple. Consumer behavior, or why we buy what we
buy, is complex and influenced by our culture, family values,
self-image, and attitudes (just to name a few factors).

After reading Chapter 5 in the text,
paying special attention to the characteristics of buying behavior
starting on page 137, consider the product you are using for your
marketing plan. Which of the factors influencing consumer buying
behavior best fits your product, and how do the factors drive the
consumers likelihood to purchase? (For insights into this, be sure to
read Real Marketing 5.1 and 5.2). Is culture important to your buyer
behavior? How about self-concept or lifestyle? Are there psychological
motivations? Be specific and give examples supporting your decisions.Module 5 Discussion
You want HOW much for that bag?
Why can Prada sell a handbag for
$2,000 that costs the firm a little more to manufacture than the $200
bag sold at a department store? At the other end of the pricing
spectrum, why would a consumer goods company provide a coupon that makes
their new snack product all but free? We learned in the text that there
are a number of pricing strategies firms can use to achieve their
marketing objectives. Do they want to build market share, create a
perception of exclusivity, or simply get you to try those new cookies?
Consider the product you are using for
your marketing plan. How would you price it to achieve your objectives?
Describe the pricing strategy you would use to introduce your product
to the market, and why you selected that strategy over other options. Is
your choice a long-term or short-term strategy? What advantages or
disadvantages do you foresee? Suppose that sales are not meeting your
objectives, what change might you make in your pricing?
By the way, that $2000 Prada bag may
seem like lot of money for a simple handbag, but it is not even close to
top of the pyramid. For that, check out the Tanaka designed bag sold by
Hermes for a staggering $1.9 million. Why not order two?

Module 6 Discussion

What were they thinking when they made that ad?
During the course of a day, youll be
exposed to thousands of ads using a dizzying array of messages and image
strategies, each of which appeals to different consumers in different
ways. Are you a slice of life buyer that prefers to see products in
the way you would use them at home? Or maybe humorous ads are more your
style; the product that makes you grin is the one youll grab walking
down the grocery aisle. Its a good bet that the ads that make you want
to buy a product are different than those that influence other shoppers.
Advertisers study consumer trends and behaviors to match their ads to
their target audience.

For this discussion were going to focus
on print ads, which are generally created for magazines, newspapers, and
web pages. Find an ad (many are available online) that you think is
interesting, copy and paste it into your discussion post, and describe
the message and image strategy. Why is it effective or ineffective? What
type of consumer is the ad targeting? If you were creating an ad for
this product, what type of message and image strategy would you use and
why?Module 7 Discussion
Our ad went viral!
Have you ever liked a company or
product on Facebook? Participated in a companys blog or posted pictures
on their website? Do you and your friends have the next great
commercial for Doritos? The snack food firm has turned user generated
content into an advertising phenomenon. Their customer created ads are
frequently among the most popular during the Super Bowl, and in many
cases, have gone viral. User generated content is exactly what it sounds
like, content such as blogs, videos, pictures, and tweets (among many
other types) that are created and shared by ordinary customers.
Conduct a web search for examples of
firms that have successfully employed user generated content; there are
lots of great ones to choose from. If they can do it, so can you! How
would you employ user generated content to promote, brand, and sell the
product you are using in your marketing plan? Is mommy blogging for you?
Photo contests? How will you create the buzz you need to launch your
product? Describe your user generated content plan and why you selected
one type of content over another. How will you get your customers to
participate? Whats in it for them? Be specific and share at least one
example of a firm that has used a similar strategy.MODULE 8Module 8 Discussion
Jumping in the shark tank
Unless you happen to have a rich uncle
or get very lucky and find an angel investor, youll have to compete
for a start-up investment with dozens of other firms also trying to get
off the ground. You and your classmates have worked the entire term on
your marketing plans, and you now have the opportunity to review their
plans and to get some feedback on yours. Youll be playing the role of a
rich investor looking for the next great company. Review a few of your
fellow classmates Marketing Plans. Taking in account the grading rubric
for this assignment, post a substantive review to at least two other
classmates Marketing Plans.Be certain to review someones who hasnt been reviewed yet.In your review:

1. What questions do you have for the entrepreneur asking you to invest?
2. Does their SWOT make sense? Do you think they missed any important opportunities or threats?
3. Did they pick the right targets in their segmentation? Will those consumers really buy their product?
4. How about the IMC plan; did they pick the right message and medium?
5. Finally, Thumbs Up or Thumbs Down? Will you invest in the product and why or why not?

Feel free to set conditions such as a
different ad campaign or changes to the product. After all, its your
money! By the way, were much nicer than those guys on TV so make sure
your feedback is friendly and constructive.quizes quiz 1Which
of the following terms refers to sellers being preoccupied with their own
products and losing sight of underlying consumer needs?
Vendor lock-in
Social loafing
Value proposition
Marketing myopia
Conspicuous consumption (Page Ref: 7)
Points Received: 5 of 5
Comments:
Question 2. Question
: Which of the following
customer questions is answered by a company’s value proposition?
“Why should I buy your brand rather than
a competitor’s?”
“What is your company’s estimated
customer equity?”
“What are the costs involved in the
production of your brand?”
“What is the budget allocated by your
company for research and development?”
“What is the financial stability of your
company?” (Page Ref: 9)
Points Received: 5 of 5
Comments:
Question 3. Question
: Which of the following is NOT
an accurate description of modern marketing?
Marketing is the creation of value for
customers.
Marketing involves managing profitable
customer relationships.
Marketing emphasizes selling and advertising
exclusively.
Marketing involves satisfying customers’
needs.
Marketing is building value-laden exchange
relationships with customers. (Page Ref: 4-5)
Points Received: 5 of 5
Comments:
Question 4. Question
: The key businesses of
Kimberley and Price consist of a division that produces and sells breakfast
cereals and another that manufactures gardening tools. Each of these businesses
is called a __________.
market segment
strategic business unit (SBU)
question mark
prospect
product portfolio (Page Ref: 42)
Points Received: 5 of 5
Comments:
Question 5. Question
: __________ are a type of SBU
that often require heavy investments to finance their rapid growth.
Cash cows
Question marks
Stars
Dogs
Bears (Page Ref: 42)
Points Received: 5 of 5
Comments:
Question 6. Question
: Which of the following follows
a customer-centered “sense-and-respond” philosophy rather than a
product-centered “make-and-sell” philosophy?
Market segmentation
The production concept
The marketing concept
The inside-out perspective
Marketing myopia (Page Ref: 10)
Points Received: 5 of 5
Comments:
Question 7. Question
: Which of the following
marketing orientations holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do?
The product concept
The production concept
The selling concept
The marketing concept
The societal marketing concept (Page Ref: 10)
Points Received: 5 of 5
Comments:
Question 8. Question
: A firm that uses the selling
concept takes a(n) __________ approach.
outside-in
niche marketing
inside-out
societal marketing
customer-driven (Page Ref: 10)
Points Received: 5 of 5
Comments:
Question 9. Question
: __________ is determined by a
customer’s evaluation of the benefits and costs of a market offering relative
to those of competing offers.
Customer-perceived value
Customer lifetime value
Share of customer
Customer-managed relationship
Brand value proposition (Page Ref: 12)
Points Received: 5 of 5
Comments:
Question 10. Question
: Hank is an assistant marketing
director for a firm in a market with many low-margin customers. What type of
relationship with these customers would be the most profitable for him?
Full partnerships
Basic relationships
Causal relationships
Club marketing programs
Inverse relationships (Page Ref: 15)
Points Received: 5 of 5
Comments:
Question 11. Question
: The set of marketing tools a
firm uses to implement its marketing strategy is called the _________.
promotion mix
product mix
marketing mix
market offering
marketing effort (Page Ref: 12)
Points Received: 5 of 5
Comments:
Question 12. Question
: A women’s apparel manufacturer
in California recently acquired a Houston-based company that manufactures
office furniture. This is an example of __________.
product development
market development
market penetration
diversification
product differentiation (Page Ref: 45)
Points Received: 5 of 5
Comments:
Question 13. Question
: The managers of Arrow, an
American retail chain, are currently reviewing new demographic markets to sell
the firm’s current products. This is an example of __________.
market penetration
product development
mass marketing
market development
product adaptation (Page Ref: 45)
Points Received: 5 of 5
Comments:
Question 14. Question
: The Really Tasteless Frozen
Food Company has decided that, based on the financial projections, they are not
going to be required to make any adjustments in their contribution margins.
Identify the part of the marketing mix most closely identified with this
activity.
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 15. Question
: Sony Electronics has
determined that because home theater products have gotten so complex, they are
going to include an automated setup process built into each TV. What part of
the marketing mix does this describe?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 0 of 5
Comments:
Question 16. Question
: Its About Time, an online
vintage clothing store, encourages its customers to create an avatar that can
be dressed in clothing typical of the products sold on the site. What part of
the marketing mix does the avatar best represent?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 17. Question
: The Marketing Director for
Terrible Tours just bought a series of commercials on the Today Show and a run
of print ads in the AARP magazine. Which part of the marketing mix best
describes this activity?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 18. Question
: Coronary Foods has contracted
with UPS to manage all their shipping, warehousing, and store deliveries,
including stocking the shelves at big box stores. What part of the marketing
mix is UPS providing?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 19. Question
: The Farmers Pantry, an
all-natural grocery store and bakery, has launched a bottom-up customer service
model empowering frontline employees to solve most customer complaints, even
those that are somewhat complex. What part of the marketing mix does this
describe?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 20. Question
: Golden Oldies, an online music
store specializing in classic rock n roll, developed an algorithm that
predicts what albums, posters, and books will appeal to a buyer based on the
answers to a few questions about the 1960s. What part of the marketing mix is
Golden Oldies employing?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Processquiz 2A marketer wanting to determine business buyer behavior is
most likely to ask which of the following questions?
Are
buyers sensitive toward price changes in consumer markets?
What
are the major influences on buyers?
Are
niche markets more profitable than mass markets?
How
do interpersonal factors affect organizational performance?
Is
the role of gatekeepers relevant in the international business environment?
(Page Ref: 171)
Points Received: 5 of 5
Comments:
Question 2. Question
:
Mary Adams is helping her company develop a marketing
program for a new product line. The program is designed to appeal most to less
materialistic consumer groups who are likely to prize experience, not
acquisition. The marketing program is most likely designed to appeal to which
of the following demographic groups?
Generation
X
Millennials
Echo
Boomers
Silent
Generation
Lost
Generation (Page Ref: 72
POOL 3)
Points Received: 5 of 5
Comments:
Question 3. Question
:
The single most important demographic trend in the United
States is the __________.
changing
age structure of the population
mobility
of families
changing
family structure of the population
increasing
number of professional jobs
increasing
birth rate (Page Ref: 70)
Points Received: 5 of 5
Comments:
Question 4. Question
:
Which of the following is true of Gen Xers?
They
are considerably larger than the boomer generation.
They
were the first to grow up in the Internet era.
They
are less educated than the Baby Boomers.
They are more materialistic than
the Millennials.
They
rarely research a product before purchasing it. (Page Ref: 72)
Points Received: 0 of 5
Comments:
Question 5. Question
:
In __________ research, the objective is to gather
preliminary information that will help define the problem and suggest
hypotheses.
exploratory
statistical
causal
analytic
descriptive
(Page Ref: 103)
Points Received: 5 of 5
Comments:
Question 6. Question
:
Which of the following is true with regard to marketing
research?
The
marketing research process depends primarily on sophisticated internal
databases.
The
marketing research process requires assessing macroeconomic forces.
Marketing
research gives marketers insights into customer motivations.
Marketing
research eliminates the need for a SWOT analysis.
Marketing
research is a simple two-step process. (Page Ref: 103)
Points Received: 5 of 5
Comments:
Question 7. Question
:
JoAnn Fabrics Inc. has created a new combination of colors
and fabric types. The firm wants to know how consumers will perceive the new
product. The firm is concerned with the product __________.
idea
displacement
image
activation
placement
(Page Ref: 264)
Points Received: 5 of 5
Comments:
Question 8. Question
:
Nike produces shoes out of “environmentally preferred
materials”, recycles old sneakers, and educates young people about
conserving, reusing, and recycling. Nike is practicing:
IN
new clean technology.
design
for environment.
corporate
social responsibility.
brand
imaging.
pollution
prevention.
Points Received: 0 of 5
Comments:
Question 9. Question
:
__________ segmentation has long been used in clothing,
cosmetics, toiletries, and magazines.
Behavioral
Gender
Benefit
Occasion
Geographic
(Page Ref: 193)
Points Received: 5 of 5
Comments:
Question 10. Question
:
__________ consists of activities undertaken to create,
maintain, or change the attitudes and behaviors of target consumers toward an
organization.
Social
networking
Organization
marketing
Niche
marketing
Puffery
Organizational
learning (Page Ref: 228)
Points Received: 5 of 5
Comments:
Question 11. Question
:
The Farmers Pantry, an all-natural upscale grocery store,
tends to cater to a well-educated, upper-middle-class clientele. The stores use
streaming video from the farms and fishing boats that supply their products
directly to their customers phones via hash tags. What environmental force is
Farmers Pantry leveraging?
Technological
Social
Political
Economic
Competition
POOL 9
Points Received: 5 of 5
Comments:
Question 12. Question
:
Responding to very strict green legislation, the chemical
firm Atticus Environmental is touting the safety of its consumer-based
vegetable garden insecticide, claiming it bio-degrades in 90 days, which is
twice as fast as required by the new law. Which environmental factor is the
firm hoping to leverage for additional sales?
Technological
Social
Political
Economic
Competition
Points Received: 5 of 5
Comments:
Question 13. Question
:
Taking advantage of the trend in multi-generational housing,
Madison Builders is aggressively marketing its home within a home concept,
which features a grandparents mini-home incorporated into a large
single-family house. Which environmental force is Madison Builders counting on
for its future home sales?
Technological
Social
Political
Economic
Competition
Points Received: 5 of 5
Comments:
Question 14. Question
:
FlashFlix, a streaming movie service, created a blog to help
parents on budget plan movie at home parties for their kids and their
friends, offering prizes to the best blog story about how the family was coping
with a tight budget. To which environmental force is FlashFlix reacting?
Technological
Social
Political
Economic
Competition
Points Received: 5 of 5
Comments:
Question 15. Question
:
Casey has finally finished his Saturday chores and is
preparing for a little me time away from the house and family. He and his
wife have agreed on a budget of $50 for his weekly Saturday outings with his
buddies. They are debating whether to play golf, watch the game at the local
sports bar, or visit the car show as they only have funds for one of these.
What environmental force are Casey and his friends experiencing?
Technological
Social
Political
Economic
Competition
Points Received: 5 of 5
Comments:
Question 16. Question
:
Select the definition that best describes the concept of a
persona.
A set of psychological traits
used in identifying advertising.
A
fictional name and set of characteristics describing a market segment.
The
demographic traits of a group of consumers.
A
set of characteristics used in setting price.
A
segmentation strategy based on the beliefs of consumer.
Points Received: 0 of 5
Comments:
Question 17. Question
:
The quantitative (numerical) segmentation factors that help
a marketing manager decide where, and to whom, to sell the firms products such
as age, race, gender, and income are known as:
lifestyle
choices.
communications
planning.
demographics.
market
planning.
numeric
profile.
Points Received: 5 of 5
Comments:
Question 18. Question
:
Pattys Party Palace plans all year for their Halloween
spectacular specializing in adult versions of animated characters such as Snow
White and the Little Mermaid. Which subset of behavioristic segmentation would
Patty most likely use?
Heavy/light
user
Price
Psychographic
Occasion
Holiday
Points Received: 0 of 5
Comments:
Question 19. Question
:
Research and experience shows that most supermarkets are
able to draw customers from approximately a five mile radius; however, Traders
Joes draws from a much larger area due to their image and special products. If
Trader Joes uses this phenomenon in developing a persona for a group of
customers, this would be an example of what type of segmentation?
Psychographic
Demographic
Branded
Price
Geographic
Points Received: 5 of 5
Comments:
Question 20. Question
:
The firm that makes Betty Sues Down Home Pork Rinds found
that their best customers enjoy NASCAR, pro wrestling, family gatherings, and
are politically conservative. These are considered to be the __________ of the
market segment
demographics
psychographics
or lifestyle
social
planning elements
customer
attributes
media
choicesquiz 3Which of the following is most likely a
manufacturer-sponsored retailer franchise system?
International
fast food chains like McDonalds and Pizza Hut
Starbucks
outlets operating within Target stores
Toyota
and its network of independent franchised dealers
Licensed
bottlers that bottle and sell soft drinks to retailers
Hotel
chains like the Ritz Carlton and Shangri-La (Page Ref: 347)
Points Received: 5 of 5
Comments:
Question 2. Question
:
Ford and its network of independent franchised dealers is an
example of a __________.
manufacturer-sponsored
retailer franchise system
manufacturer-sponsored
wholesaler franchise system
service-firm-sponsored
retailer franchise system
service-firm-sponsored
equity strategic alliance
manufacturer-and-service-sponsored
joint venture (Page Ref: 346)
Points Received: 5 of 5
Comments:
Question 3. Question
:
Which of the following is an advantage of adding new
channels in a multichannel distribution system?
Limiting
market complexity
Reducing
control over the system
Expanding
sales and market coverage
Decreasing
marketing needs and costs
Minimizing
mass customization of products (Page Ref: 349)
Points Received: 5 of 5
Comments:
Question 4. Question
:
George is buying his first house. He has spent a month
looking at houses and comparing them on attributes such as price and location.
He has contacted several real estate agents to look at different types of
houses. George is most likely exhibiting __________.
variety-seeking
buying behavior
complex
buying behavior
consumer
capitalism
dissonance-reducing
buying behavior
marketing
myopia (Page Ref: 150)
Points Received: 5 of 5
Comments:
Question 5. Question
:
A particular automobile company works to keep its customers
happy after each sale, aiming to delight each one of them in order to increase
their customer lifetime value. Which of the following steps of the buyer
decision process does the company exemplify?
Need
recognition
Information
search
Evaluation
of alternatives
Purchase
decision
Post-purchase
behavior (Page Ref: 155
POOL 3)
Points Received: 5 of 5
Comments:
Question 6. Question
:
Relative advantage, compatibility, complexity, divisibility,
and communicability are all characteristics of __________.
alternative
evaluations
the
degree of buyer involvement
a
product’s rate of adoption
unexpected
situational factors
postpurchase
behaviors (Page Ref: 157-158)
Points Received: 5 of 5
Comments:
Question 7. Question
:
Which type of retailer is most likely to require its
employees to focus most on assisting customers as they shop?
Self-service
retailer
Full-service
retailer
Off-price
retailer
Limited-service
retailer
Convenience
retailer (Page Ref: 376)
Points Received: 5 of 5
Comments:
Question 8. Question
:
Multiprint, a printer manufacturing firm, sells ink
cartridges for each of its specific models. Only Multiprint cartridges are
compatible with Multiprint printers, and no two of the firm’s models share the
same specifications. What type of pricing does Multiprint use?
Product
line pricing
Optional
product pricing
Captive
product pricing
By-product
pricing
Product
bundle pricing (Page Ref: 316)
Points Received: 5 of 5
Comments:
Question 9. Question
:
Retailers such as Costco and Walmart charge a constant,
daily low price with few or no temporary price discounts. This is an example of
__________.
competition-based
pricing
everyday
low pricing
cost-plus
pricing
break-even
pricing
penetration
pricing (Page Ref: 293)
Points Received: 5 of 5
Comments:
Question 10. Question
:
Department stores such as Kohl’s and Macy’s practice
high-low pricing by __________.
charging
a constant, everyday low price
providing
few or no temporary price discounts
increasing
prices temporarily on select products
having
frequent sale days for store credit card holders
underpricing
most consumer items (Page Ref: 293)
Points Received: 5 of 5
Comments:
Question 11. Question
:
Competitors are most likely to react to a price change when
__________.
a
large number of competitors are involved
the
product is uniform
the
buyers are not well informed about product features
buyers
are not well informed about price differences
the
products are not uniform (Page Ref: 326)
Points Received: 5 of 5
Comments:
Question 12. Question
:
Most companies are started by individuals who live by their
wits. They visualize an opportunity, take risks, and knock on every door to
gain attention. Which of the following stages in marketing strategy is being
illustrated here?
Exponential
marketing
Formulated
marketing
Entrepreneurial
marketing
Affinity
marketing
Ambush
marketing (Page Ref: 535
POOL 5)
Points Received: 5 of 5
Comments:
Question 13. Question
:
When a competitor cuts its price, a company should
__________ if it believes it will not lose much market share or would lose too
much profit by cutting its own prices.
reduce
its production costs
reduce
its marketing costs
maintain
its current prices and profit margin
increase
its marketing budget to raise the perceived value of the product
increase
its production costs to improve the quality of the product (Page Ref: 327)
Points Received: 0 of 5
Comments:
Question 14. Question
:
A university enrolled 200 graduate students in the Fall of
2011. However, the enrollment rate was only slightly affected following a 12
percent hike in tuition the following Fall. This illustrates a(n) __________
demand.
derived
negative
highly
elastic
composite
inelastic
(Page Ref: 168
POOL 6)
Points Received: 5 of 5
Comments:
Question 15. Question
:
Canine Couture is launching a new line of hand-stitched
doggy duds made from silk, cashmere, and linen. Couture has intentionally
limited production and set prices for the new line at about four times the
average price for other pet clothes in hopes of creating a prestige line. What
pricing strategy is Canine Couture using?
Cost-plus
Value-added
Product
line
Skimming
Segmented
Points Received: 5 of 5
Comments:
Question 16. Question
:
What concept does the following formula percent of change
in quantity divided by the percent of change in price represent?
Breakeven
Contribution
margin
Price
mark-up
Elasticity
Marginal
analysis
Points Received: 5 of 5
Comments:
Question 17. Question
:
Sam was visiting her grandparents during Spring Break and
was appalled when they insisted on going to dinner at 5:30 to get the Early
Bird Specials. What type of pricing strategy is making Sam insane?
Value-added
Everyday
low prices
Skimming
Segmented
Cost-plus
Points Received: 5 of 5
Comments:
Question 18. Question
:
John and Robin run a small, but trendy, craft beer and pizza
restaurant in a part of town that has a number of nighttime and dining options.
The couple are discussing raising their prices on their pint and slice
after-work special; however, they are concerned that their customers may decide
that the new price is too high and sales will drop. What pricing concept is
worrying John and Robin?
Consumer
constructivism
Everyday
low prices
Elasticity
Skimming
Cost-plus
Psychological
pricing
Points Received: 0 of 5
Comments:
Question 19. Question
:
Reindeer Games, a new Christmas-themed video, pizza, and ice
cream restaurant targeting families with young children, is located in an area
that is also home to Chucky Cheese and a bounce activity center. As both of the
latter are well established, the owner of Reindeer Games decided to launch her
business with pricing on games and pizza parties about 20% lower than her
competitors. What pricing strategy is Reindeer Games using for their launch?
Value-added
Everyday
low prices
Penetration
Skimming
Segmented
Cost-plus

Question 20. Question
:
Cats and Rats is a tablet game that allows players to be one
or the other and try to outsmart their opponents. In order to win, the players
need an occasional energy boost in the form of a nap, which is free, or the
player can pay for Cat Treats or Cheese Nibbles for their cat or rat. What form
of pricing is this?
Penetration
Value-added
Freemium
Skimming
Segmented
Points Received: 0 of 5
Comments:quiz 4A(n) __________ is a set of symbols that the sender
transmits.
encoder
feedback
loop
message
media
decoder
(Page Ref: 415)

Question 2. Question
:
An appeal that attempts to stir up either negative or
positive sentiments that can motivate purchase is called a(n) __________
appeal.
rational
structural
emotional
moral
standard
(Page Ref: 417)

Question 3. Question
:
Display media includes __________.
newspapers
magazines
television
company
websites
billboards
(Page Ref: 419)

Question 4. Question
:
__________ is very believable because news stories,
features, sponsorships, and events seem more real and believable to readers
than ads do.
Differentiated
marketing
Public
relations
Direct
marketing
Sales
promotion
Personal
selling (Page Ref: 425)

Question 5. Question
:
HP’s advertising agency assembles words and illustrations
into an advertisement that conveys the company’s intended brand message. In the
context of the communication process, HP is __________.
messaging
encoding
sending
decoding
responding
(Page Ref: 415)

Question 6. Question
:
Kathy Champe, a public relations specialist for a regional
chain of pharmacies, regularly contacts members of the local and state-wide media
with information about community events and charity fundraisers sponsored by
her company. This is an example of the __________ function of public relations.
press
relations
product
publicity
investor
relations
lobbying
development
(Page Ref: 454)

Question 7. Question
:
Which of the following is true about the customer sales
force structure?
Customer
sales force structure is a combination of territorial sales force structure and
product sales force structure.
Each
salesperson is assigned to an exclusive geographic area and sells the company’s
full line of products or services to all customers in that territory.
Salespersons
specialize in only a particular product line as the company produces numerous
and complex products.
Companies
using customer sales force structure tend to ignore the importance of long-term
relationship building with customers.
Separate
sales forces are set up for different industries, serving current customers
versus finding new ones, and serving major accounts versus regular accounts.
(Page Ref: 469)

Question 8. Question
:
Which of the following statements is most likely true about
radio as an advertising medium?
Radio
advertising is typically quite expensive.
Radio
ensures good attention from the target audience.
Radio
offers very low audience selectivity.
Radio
prohibits the use of segmentation strategies.
Radio
advertising is characterized by good local acceptance. (Page Ref: 447)

Question 9. Question
:
Which of the following is a disadvantage of using direct
mail as an advertising medium?
IN
Low audience selectivity
No
flexibility
Severe
ad competition
Relatively
high cost per exposure
Lack
of personalization (Page Ref: 447)

Question 10. Question
:
A Spanish-language channel runs its ads only in Hispanic
neighborhoods. This is an example of __________.
broadcasting
buzz
marketing
narrowcasting
media
multitasking
personal
selling (Page Ref: 448)

Question 11. Question
:
Monty Boyd, an account manager, travels frequently on West
Coast Airlines. Monty earns points for every mile he flies, and he will soon
have enough points to receive a free airline ticket. West Coast Airlines is
attempting to build a strong customer relationship with Monty through a
__________.
trade
promotion
promotional
product
rebate
offer
point-of-purchase
promotion
frequency
marketing program (Page Ref: 483)

Question 12. Question
:
Which of the following questions would help a marketer
evaluate the return on a sales promotion investment?
Was
the sales force successful in filtering out the good prospects from the poor
ones?
Did
customers enjoy the events associated with the promotion?
Did
customers receive high-quality promotional products?
Did
the promotion attract new customers or more purchasing from current customers?
Were
channel intermediaries effectively positioned to ensure a seamless supply of
products? (Page Ref: 488)

Question 13. Question
:
Which of the following is a potential drawback of using
web-based technologies for making sales presentations and servicing accounts?
Web-based
technologies lower the overall efficiency of salespeople.
The
cost of the technology outweighs the advantages gained through eliminating
travel.
Web-based
technologies can intimidate salespeople or clients who are unfamiliar with
them.
Salespeople
who use web-based technologies tend to be less attentive to customer needs.
Online
selling usually takes more time than direct selling. (Page Ref: 477)

Question 14. Question
:
Which of the following best explains why companies are
adopting the team selling approach to service large, complex accounts?
Products
have become too complicated for one salesperson to handle a large company’s
needs.
Customers
prefer dealing with many salespeople rather than one sales representative.
Job
rotation, an integral part of team selling, keeps workers motivated and boosts
their morale.
Team
selling facilitates the evaluation of individual contributions.
With
team selling, companies are not required to train the outside sales force any
longer. (Page Ref: 471)

Question 15. Question
:
A five-foot-high cardboard display of Terry the polar bear,
mascot of Terry’s protein shake, next to the shelf containing Terry’s products
in a supermarket, is an example of a(n) __________.
sample
point-of-purchase
promotion
business
promotion
IN advertising specialty
rebate
(Page Ref: 484)

Question 16. Question
:
All of the following are forms of direct marketing EXCEPT
__________.
personal
selling
point-of-purchase
promotion
telemarketing
direct-mail
marketing
kiosk
marketing (Page Ref: 500)

Question 17. Question
:
Which of the following terms refers to a 30-minute
television advertising program that markets a single product?
Social
media
Digital
catalog
Telemarketing
Blog
Infomercial
(Page Ref: 503)

Question 18. Question
:
Florian Fasteners recently introduced a new line of
products. In order to promote its product, it sent samples to the addresses of
a few select customers. Which of the following types of marketing is evident
from this example?
Direct-mail
marketing
Telephone
marketing
Direct-response
TV marketing
Mobile
marketing
Kiosk
marketing (Page Ref: 518)

Question 19. Question
:
How has do-not-call legislation helped direct marketers?
Marketers
are compensated by the Federal Trade Commission for lost sales caused by the
laws.
Direct
marketers have outsourced their activities to firms that are exempt from such
laws.
Direct
marketers have developed kiosks as an alternative to telemarketing.
Telemarketers
are allowed to call customers for a small fee.
Telemarketers
have developed opt-in calling systems. (Page Ref: 503)

Question 20. Question
:
Green Gardens is a click-and-mortar company that sells
gardening and landscaping goods and equipment. When customers are unable to
find a product they need on the shelves of their local Green Gardens store,
customers order the product online with the help of the in-store ordering
machine. Which of the following best describes the ordering machine?
Kiosk
IN Digital catalog
Podcast
Tablet
Online
networks (Page Ref: 504)marketing plan projectMarketing
Plan
Throughout
this course, you will complete 4 assignments that will culminate in a final
Marketing Plan, which you will present to the class. To begin this project,
think about a product or service that you want to use for your Marketing Plan.
Guidelines for the product or service selection are in Module 1.
Post
the product or service you selected for the Marketing Plan to the Product or
Service Selection Board no later than Thursday 11:59 PM EST/EDT of Module 1.
Your Instructor will provide feedback.
Marketing
Plan: Product Description
The first part of your Marketing Plan is a
Product Description, which includes a Feature and Benefit Chart. Click Marketing Plan: Product Description Guidelines and Rubric
for the assignment requirements and an
2

example
of a completed Product Description. You are strongly urged to follow the
instructions carefully and completely and to review the example.
Submit
the Marketing Plan: Product Description to the Dropbox no later than Sunday
11:59 PM EST/EDT of Module 2.(This Dropbox basket is linked to
Turnitin.)
Marketing
Plan: SWOT Analysis
The
second part of your marketing plan will be a SWOT analysis. Click Marketing Plan: SWOT Analysis Guidelines and Rubricfor
the assignment requirements, template to use for the assignment, and anexample of a completed SWOT Analysis.
Submit
the Marketing Plan: SWOT Analysis to the Dropbox no later than Sunday 11:59
PM EST/EDT of Module 3.(This Dropbox basket is linked to Turnitin.)
Marketing
Plan: Segmentation
The
next part of your marketing plan will be to identify and define the market
segments you will target. You are required to identify and describe three
segments for your product. Click Marketing Plan:
Segmentation Guidelines and Rubricfor the assignment requirements and an example of
Segmentation.
Submit
the Marketing Plan: Segmentation to the Dropbox no later than Sunday 11:59
PM EST/EDT of Module 4.(This Dropbox basket is linked to Turnitin.)
Marketing
Plan: IMC
The
final part of your marketing plan is the Integrated Marketing Communications
(IMC). Click Marketing Plan: IMC Guidelines and Rubricfor the assignment requirements, template to use for
the assignment,and an example of a completed
IMC presentation.
Submit
the Marketing Plan: IMC to the Dropbox no later than Sunday 11:59 PM EST/EDT
of Module 6.
(This
Dropbox basket is linked to Turnitin.)
Marketing
Plan Presentation
Once
all elements of the Marketing Plan have been completed, the final part of the
Marketing Plan Project is to create a narrated PowerPoint presentation
summarizing the project. Click Marketing Plan
Presentation Guidelines and Rubricfor assignment details. There are two submissions
for thisassignment:
Submission
1
Submit
your Marketing Plan Presentation to the Dropbox no later than Sunday 11:59
PM EST/EDT of Module 7.
Submission
2
Post
your Marketing Plan Presentation to the Module 8 Discussion Board no later
than Sunday 11:59 PM EST/EDT of Module 7. (This is required to
complete the Module 8 Discussion.Instructions for completing the peer
review are available in Module 8.)
Product or Service Selection for Marketing Plan

Your marketing plan is about a specific product or service. You may
select any product or service that interests you, within the following
guidelines:

1. It may not be for an existing brand or specific company,
meaning no Coke, Wal-Mart, or McDonalds.

2. The product must be technologically feasible.

3. It must be legal and appropriate for a class environment.

4. While the instructor will make exceptions, the product should
not require a national launch.

5. You may wish to consider a local service rather than a physical
product that involves manufacturing issues.

6. Your product may NOT be non-profit; although the company
may be a non-profit organization. For example, you might
market a series of training manuals from the American
Marketing Association, which is a non-profit professional
association. However, the manuals are priced at $2500 per
set. Conversely, you might select your favorite charity and
develop a marketing plan for raising funds, but you may NOT
develop a plan for the services the charity provides free of
charge.My Marketing MixWe defined marketing as, the art and
science of getting people to spend their money on your product rather
than the other guys, and be happy that they did so. Do you think
thats true? Does some Wizard of Oz person-behind-the-curtain get you to
buy something by manipulating you through the 7 Ps? And is manipulate
the right word for us to use? Which one of the Ps gets you to purchase
a great price? Superior product no matter what the cost? Or are you
influenced by a cool promotion? Give an example of a product and why you
bought/buy it. Be specific in referring to the 7 Ps in your post, and
include which of the Ps is less relevant to you as well. Dont forget
that the Ps often are inter-related there may be more than one P that
influences your decision to buy a product.The Good, the Bad, and the UglyWeve all heard the clich that nice
guys finish last. Is this true in marketing? Do firms that use good
ethical practices have an advantage or disadvantage? Do you think
consumers will pay a few cents more for non-polluting soap or
environmentally friendly food products? Even popular movies have raised
this question. In the film, Heaven Can Wait, Warren Beatty plays Joe
Pendleton, a former NFL quarterback who came back to life as a CEO after
a fatal accident. Joe tells his executives that he wants his company to
be the good guy tuna company. Joe believed his customers would pay a
little more to not kill dolphins. This sounds good in the movies, but is
it true in real life? How about for you and your family?I love that brandIf youve had a really bad day (one of
those I wish I had stayed in bed days), is there a product that
always makes you feel better? How about at the holidays; does your
family have favorite foods that you associate with all the good things
the holidays mean to you? The firms that make those products certainly
hope so, because it means they have been successful in creating a brand image
that you associate with positive feelings or values. We dont even have
to eat that favorite food; just the logo or jingle can cause us to make
those associations. Explore the brands you love and how the firms that
sell them to you have created a brand image.You actually bought THAT?You and a group of your co-workers
take a long lunch on Friday and visit the local mall for a quick snack
and some speed shopping. Being polite and valuing your co-workers
friendship, you dont burst out in laughter when you see what is
unmistakably the most hideous blouse in the history of Macys, not to
mention how much she paid for it! Clearly, you have MUCH better taste.
Sorry, its not that simple. Consumer behavior, or why we buy what we
buy, is complex and influenced by our culture, family values,
self-image, and attitudes (just to name a few factors).You want HOW much for that bag?Why can Prada sell a handbag for
$2,000 that costs the firm a little more to manufacture than the $200
bag sold at a department store? At the other end of the pricing
spectrum, why would a consumer goods company provide a coupon that makes
their new snack product all but free? We learned in the text that there
are a number of pricing strategies firms can use to achieve their
marketing objectives. Do they want to build market share, create a
perception of exclusivity, or simply get you to try those new cookies?Consider the product you are using for
your marketing plan. How would you price it to achieve your objectives?
Describe the pricing strategy you would use to introduce your product
to the market, and why you selected that strategy over other options. Is
your choice a long-term or short-term strategy? What advantages or
disadvantages do you foresee? Suppose that sales are not meeting your
objectives, what change might you make in your pricing?By the way, that $2000 Prada bag may
seem like lot of money for a simple handbag, but it is not even close to
top of the pyramid. For that, check out the Tanaka designed bag sold by
Hermes for a staggering $1.9 million. Why not order two?What were they thinking when they made that ad?During the course of a day, youll be
exposed to thousands of ads using a dizzying array of messages and image
strategies, each of which appeals to different consumers in different
ways. Are you a slice of life buyer that prefers to see products in
the way you would use them at home? Or maybe humorous ads are more your
style; the product that makes you grin is the one youll grab walking
down the grocery aisle. Its a good bet that the ads that make you want
to buy a product are different than those that influence other shoppers.
Advertisers study consumer trends and behaviors to match their ads to
their target audience.Our ad went viral!Have you ever liked a company or
product on Facebook? Participated in a companys blog or posted pictures
on their website? Do you and your friends have the next great
commercial for Doritos? The snack food firm has turned user generated
content into an advertising phenomenon. Their customer created ads are
frequently among the most popular during the Super Bowl, and in many
cases, have gone viral. User generated content is exactly what it sounds
like, content such as blogs, videos, pictures, and tweets (among many
other types) that are created and shared by ordinary customers.Conduct a web search for examples of
firms that have successfully employed user generated content; there are
lots of great ones to choose from. If they can do it, so can you! How
would you employ user generated content to promote, brand, and sell the
product you are using in your marketing plan? Is mommy blogging for you?
Photo contests? How will you create the buzz you need to launch your
product? Describe your user generated content plan and why you selected
one type of content over another. How will you get your customers to
participate? Whats in it for them? Be specific and share at least one
example of a firm that has used a similar strategy.MODULE 8Jumping in the shark tankUnless you happen to have a rich uncle
or get very lucky and find an angel investor, youll have to compete
for a start-up investment with dozens of other firms also trying to get
off the ground. You and your classmates have worked the entire term on
your marketing plans, and you now have the opportunity to review their
plans and to get some feedback on yours. Youll be playing the role of a
rich investor looking for the next great company. Review a few of your
fellow classmates Marketing Plans. Taking in account the grading rubric
for this assignment, post a substantive review to at least two other
classmates Marketing Plans.Be certain to review someones who hasnt been reviewed yet.In your review:1. What questions do you have for the entrepreneur asking you to invest?2. Does their SWOT make sense? Do you think they missed any important opportunities or threats?3. Did they pick the right targets in their segmentation? Will those consumers really buy their product?4. How about the IMC plan; did they pick the right message and medium?5. Finally, Thumbs Up or Thumbs Down? Will you invest in the product and why or why not?Feel free to set conditions such as a
different ad campaign or changes to the product. After all, its your
money! By the way, were much nicer than those guys on TV so make sure
your feedback is friendly and constructive.quizes quiz 1Which
of the following terms refers to sellers being preoccupied with their own
products and losing sight of underlying consumer needs? Vendor lock-in Social loafing Value proposition Marketing myopia Conspicuous consumption (Page Ref: 7) Points Received: 5 of 5 Comments:Question 2. Question
: Which of the following
customer questions is answered by a company’s value proposition? “Why should I buy your brand rather than
a competitor’s?” “What is your company’s estimated
customer equity?” “What are the costs involved in the
production of your brand?” “What is the budget allocated by your
company for research and development?” “What is the financial stability of your
company?” (Page Ref: 9) Points Received: 5 of 5 Comments:Question 3. Question
: Which of the following is NOT
an accurate description of modern marketing? Marketing is the creation of value for
customers. Marketing involves managing profitable
customer relationships. Marketing emphasizes selling and advertising
exclusively. Marketing involves satisfying customers’
needs. Marketing is building value-laden exchange
relationships with customers. (Page Ref: 4-5) Points Received: 5 of 5 Comments:Question 4. Question
: The key businesses of
Kimberley and Price consist of a division that produces and sells breakfast
cereals and another that manufactures gardening tools. Each of these businesses
is called a __________. market segment strategic business unit (SBU) question mark prospect product portfolio (Page Ref: 42) Points Received: 5 of 5 Comments:Question 5. Question
: __________ are a type of SBU
that often require heavy investments to finance their rapid growth. Cash cows Question marks Stars Dogs Bears (Page Ref: 42) Points Received: 5 of 5 Comments:Question 6. Question
: Which of the following follows
a customer-centered “sense-and-respond” philosophy rather than a
product-centered “make-and-sell” philosophy? Market segmentation The production concept The marketing concept The inside-out perspective Marketing myopia (Page Ref: 10) Points Received: 5 of 5 Comments:Question 7. Question
: Which of the following
marketing orientations holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do? The product concept The production concept The selling concept The marketing concept The societal marketing concept (Page Ref: 10) Points Received: 5 of 5 Comments:Question 8. Question
: A firm that uses the selling
concept takes a(n) __________ approach. outside-in niche marketing inside-out societal marketing customer-driven (Page Ref: 10) Points Received: 5 of 5 Comments:Question 9. Question
: __________ is determined by a
customer’s evaluation of the benefits and costs of a market offering relative
to those of competing offers. Customer-perceived value Customer lifetime value Share of customer Customer-managed relationship Brand value proposition (Page Ref: 12) Points Received: 5 of 5 Comments:Question 10. Question
: Hank is an assistant marketing
director for a firm in a market with many low-margin customers. What type of
relationship with these customers would be the most profitable for him? Full partnerships Basic relationships Causal relationships Club marketing programs Inverse relationships (Page Ref: 15) Points Received: 5 of 5 Comments:Question 11. Question
: The set of marketing tools a
firm uses to implement its marketing strategy is called the _________. promotion mix product mix marketing mix market offering marketing effort (Page Ref: 12) Points Received: 5 of 5 Comments:Question 12. Question
: A women’s apparel manufacturer
in California recently acquired a Houston-based company that manufactures
office furniture. This is an example of __________. product development market development market penetration diversification product differentiation (Page Ref: 45) Points Received: 5 of 5 Comments:Question 13. Question
: The managers of Arrow, an
American retail chain, are currently reviewing new demographic markets to sell
the firm’s current products. This is an example of __________. market penetration product development mass marketing market development product adaptation (Page Ref: 45) Points Received: 5 of 5 Comments:Question 14. Question
: The Really Tasteless Frozen
Food Company has decided that, based on the financial projections, they are not
going to be required to make any adjustments in their contribution margins.
Identify the part of the marketing mix most closely identified with this
activity. Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 15. Question
: Sony Electronics has
determined that because home theater products have gotten so complex, they are
going to include an automated setup process built into each TV. What part of
the marketing mix does this describe? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 0 of 5 Comments:Question 16. Question
: Its About Time, an online
vintage clothing store, encourages its customers to create an avatar that can
be dressed in clothing typical of the products sold on the site. What part of
the marketing mix does the avatar best represent? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 17. Question
: The Marketing Director for
Terrible Tours just bought a series of commercials on the Today Show and a run
of print ads in the AARP magazine. Which part of the marketing mix best
describes this activity? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 18. Question
: Coronary Foods has contracted
with UPS to manage all their shipping, warehousing, and store deliveries,
including stocking the shelves at big box stores. What part of the marketing
mix is UPS providing? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 19. Question
: The Farmers Pantry, an
all-natural grocery store and bakery, has launched a bottom-up customer service
model empowering frontline employees to solve most customer complaints, even
those that are somewhat complex. What part of the marketing mix does this
describe? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 20. Question
: Golden Oldies, an online music
store specializing in classic rock n roll, developed an algorithm that
predicts what albums, posters, and books will appeal to a buyer based on the
answers to a few questions about the 1960s. What part of the marketing mix is
Golden Oldies employing? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Processquiz 2A marketer wanting to determine business buyer behavior is
most likely to ask which of the following questions? Are
buyers sensitive toward price changes in consumer markets? What
are the major influences on buyers? Are
niche markets more profitable than mass markets? How
do interpersonal factors affect organizational performance? Is
the role of gatekeepers relevant in the international business environment?
(Page Ref: 171) Points Received: 5 of 5 Comments:Question 2. Question
:Mary Adams is helping her company develop a marketing
program for a new product line. The program is designed to appeal most to less
materialistic consumer groups who are likely to prize experience, not
acquisition. The marketing program is most likely designed to appeal to which
of the following demographic groups? Generation
X Millennials Echo
Boomers Silent
Generation Lost
Generation (Page Ref: 72POOL 3) Points Received: 5 of 5 Comments:Question 3. Question
:The single most important demographic trend in the United
States is the __________. changing
age structure of the population mobility
of families changing
family structure of the population increasing
number of professional jobs increasing
birth rate (Page Ref: 70) Points Received: 5 of 5 Comments:Question 4. Question
:Which of the following is true of Gen Xers? They
are considerably larger than the boomer generation. They
were the first to grow up in the Internet era. They
are less educated than the Baby Boomers. They are more materialistic than
the Millennials. They
rarely research a product before purchasing it. (Page Ref: 72) Points Received: 0 of 5 Comments:Question 5. Question
:In __________ research, the objective is to gather
preliminary information that will help define the problem and suggest
hypotheses. exploratory statistical causal analytic descriptive
(Page Ref: 103) Points Received: 5 of 5 Comments:Question 6. Question
:Which of the following is true with regard to marketing
research? The
marketing research process depends primarily on sophisticated internal
databases. The
marketing research process requires assessing macroeconomic forces. Marketing
research gives marketers insights into customer motivations. Marketing
research eliminates the need for a SWOT analysis. Marketing
research is a simple two-step process. (Page Ref: 103) Points Received: 5 of 5 Comments:Question 7. Question
:JoAnn Fabrics Inc. has created a new combination of colors
and fabric types. The firm wants to know how consumers will perceive the new
product. The firm is concerned with the product __________. idea displacement image activation placement
(Page Ref: 264) Points Received: 5 of 5 Comments:Question 8. Question
:Nike produces shoes out of “environmentally preferred
materials”, recycles old sneakers, and educates young people about
conserving, reusing, and recycling. Nike is practicing: IN
new clean technology. design
for environment. corporate
social responsibility. brand
imaging. pollution
prevention. Points Received: 0 of 5 Comments:Question 9. Question
:__________ segmentation has long been used in clothing,
cosmetics, toiletries, and magazines. Behavioral Gender Benefit Occasion Geographic
(Page Ref: 193) Points Received: 5 of 5 Comments:Question 10. Question
:__________ consists of activities undertaken to create,
maintain, or change the attitudes and behaviors of target consumers toward an
organization. Social
networking Organization
marketing Niche
marketing Puffery Organizational
learning (Page Ref: 228) Points Received: 5 of 5 Comments:Question 11. Question
:The Farmers Pantry, an all-natural upscale grocery store,
tends to cater to a well-educated, upper-middle-class clientele. The stores use
streaming video from the farms and fishing boats that supply their products
directly to their customers phones via hash tags. What environmental force is
Farmers Pantry leveraging? Technological Social Political Economic CompetitionPOOL 9 Points Received: 5 of 5 Comments:Question 12. Question
:Responding to very strict green legislation, the chemical
firm Atticus Environmental is touting the safety of its consumer-based
vegetable garden insecticide, claiming it bio-degrades in 90 days, which is
twice as fast as required by the new law. Which environmental factor is the
firm hoping to leverage for additional sales? Technological Social Political Economic Competition Points Received: 5 of 5 Comments:Question 13. Question
:Taking advantage of the trend in multi-generational housing,
Madison Builders is aggressively marketing its home within a home concept,
which features a grandparents mini-home incorporated into a large
single-family house. Which environmental force is Madison Builders counting on
for its future home sales? Technological Social Political Economic Competition Points Received: 5 of 5 Comments:Question 14. Question
:FlashFlix, a streaming movie service, created a blog to help
parents on budget plan movie at home parties for their kids and their
friends, offering prizes to the best blog story about how the family was coping
with a tight budget. To which environmental force is FlashFlix reacting? Technological Social Political Economic Competition Points Received: 5 of 5 Comments:Question 15. Question
:Casey has finally finished his Saturday chores and is
preparing for a little me time away from the house and family. He and his
wife have agreed on a budget of $50 for his weekly Saturday outings with his
buddies. They are debating whether to play golf, watch the game at the local
sports bar, or visit the car show as they only have funds for one of these.
What environmental force are Casey and his friends experiencing? Technological Social Political Economic Competition Points Received: 5 of 5 Comments:Question 16. Question
:Select the definition that best describes the concept of a
persona. A set of psychological traits
used in identifying advertising. A
fictional name and set of characteristics describing a market segment. The
demographic traits of a group of consumers. A
set of characteristics used in setting price. A
segmentation strategy based on the beliefs of consumer. Points Received: 0 of 5 Comments:Question 17. Question
:The quantitative (numerical) segmentation factors that help
a marketing manager decide where, and to whom, to sell the firms products such
as age, race, gender, and income are known as: lifestyle
choices. communications
planning. demographics. market
planning. numeric
profile. Points Received: 5 of 5 Comments:Question 18. Question
:Pattys Party Palace plans all year for their Halloween
spectacular specializing in adult versions of animated characters such as Snow
White and the Little Mermaid. Which subset of behavioristic segmentation would
Patty most likely use? Heavy/light
user Price Psychographic Occasion Holiday Points Received: 0 of 5 Comments:Question 19. Question
:Research and experience shows that most supermarkets are
able to draw customers from approximately a five mile radius; however, Traders
Joes draws from a much larger area due to their image and special products. If
Trader Joes uses this phenomenon in developing a persona for a group of
customers, this would be an example of what type of segmentation? Psychographic Demographic Branded Price Geographic Points Received: 5 of 5 Comments:Question 20. Question
:The firm that makes Betty Sues Down Home Pork Rinds found
that their best customers enjoy NASCAR, pro wrestling, family gatherings, and
are politically conservative. These are considered to be the __________ of the
market segment demographics psychographics
or lifestyle social
planning elements customer
attributes media
choicesquiz 3Which of the following is most likely a
manufacturer-sponsored retailer franchise system? International
fast food chains like McDonalds and Pizza Hut Starbucks
outlets operating within Target stores Toyota
and its network of independent franchised dealers Licensed
bottlers that bottle and sell soft drinks to retailers Hotel
chains like the Ritz Carlton and Shangri-La (Page Ref: 347) Points Received: 5 of 5 Comments:Question 2. Question
:Ford and its network of independent franchised dealers is an
example of a __________. manufacturer-sponsored
retailer franchise system manufacturer-sponsored
wholesaler franchise system service-firm-sponsored
retailer franchise system service-firm-sponsored
equity strategic alliance manufacturer-and-service-sponsored
joint venture (Page Ref: 346) Points Received: 5 of 5 Comments:Question 3. Question
:Which of the following is an advantage of adding new
channels in a multichannel distribution system? Limiting
market complexity Reducing
control over the system Expanding
sales and market coverage Decreasing
marketing needs and costs Minimizing
mass customization of products (Page Ref: 349) Points Received: 5 of 5 Comments:Question 4. Question
:George is buying his first house. He has spent a month
looking at houses and comparing them on attributes such as price and location.
He has contacted several real estate agents to look at different types of
houses. George is most likely exhibiting __________. variety-seeking
buying behavior complex
buying behavior consumer
capitalism dissonance-reducing
buying behavior marketing
myopia (Page Ref: 150) Points Received: 5 of 5 Comments:Question 5. Question
:A particular automobile company works to keep its customers
happy after each sale, aiming to delight each one of them in order to increase
their customer lifetime value. Which of the following steps of the buyer
decision process does the company exemplify? Need
recognition Information
search Evaluation
of alternatives Purchase
decision Post-purchase
behavior (Page Ref: 155POOL 3) Points Received: 5 of 5 Comments:Question 6. Question
:Relative advantage, compatibility, complexity, divisibility,
and communicability are all characteristics of __________. alternative
evaluations the
degree of buyer involvement a
product’s rate of adoption unexpected
situational factors postpurchase
behaviors (Page Ref: 157-158) Points Received: 5 of 5 Comments:Question 7. Question
:Which type of retailer is most likely to require its
employees to focus most on assisting customers as they shop? Self-service
retailer Full-service
retailer Off-price
retailer Limited-service
retailer Convenience
retailer (Page Ref: 376) Points Received: 5 of 5 Comments:Question 8. Question
:Multiprint, a printer manufacturing firm, sells ink
cartridges for each of its specific models. Only Multiprint cartridges are
compatible with Multiprint printers, and no two of the firm’s models share the
same specifications. What type of pricing does Multiprint use? Product
line pricing Optional
product pricing Captive
product pricing By-product
pricing Product
bundle pricing (Page Ref: 316) Points Received: 5 of 5 Comments:Question 9. Question
:Retailers such as Costco and Walmart charge a constant,
daily low price with few or no temporary price discounts. This is an example of
__________. competition-based
pricing everyday
low pricing cost-plus
pricing break-even
pricing penetration
pricing (Page Ref: 293) Points Received: 5 of 5 Comments:Question 10. Question
:Department stores such as Kohl’s and Macy’s practice
high-low pricing by __________. charging
a constant, everyday low price providing
few or no temporary price discounts increasing
prices temporarily on select products having
frequent sale days for store credit card holders underpricing
most consumer items (Page Ref: 293) Points Received: 5 of 5 Comments:Question 11. Question
:Competitors are most likely to react to a price change when
__________. a
large number of competitors are involved the
product is uniform the
buyers are not well informed about product features buyers
are not well informed about price differences the
products are not uniform (Page Ref: 326) Points Received: 5 of 5 Comments:Question 12. Question
:Most companies are started by individuals who live by their
wits. They visualize an opportunity, take risks, and knock on every door to
gain attention. Which of the following stages in marketing strategy is being
illustrated here? Exponential
marketing Formulated
marketing Entrepreneurial
marketing Affinity
marketing Ambush
marketing (Page Ref: 535POOL 5) Points Received: 5 of 5 Comments:Question 13. Question
:When a competitor cuts its price, a company should
__________ if it believes it will not lose much market share or would lose too
much profit by cutting its own prices. reduce
its production costs reduce
its marketing costs maintain
its current prices and profit margin increase
its marketing budget to raise the perceived value of the product increase
its production costs to improve the quality of the product (Page Ref: 327) Points Received: 0 of 5 Comments:Question 14. Question
:A university enrolled 200 graduate students in the Fall of
2011. However, the enrollment rate was only slightly affected following a 12
percent hike in tuition the following Fall. This illustrates a(n) __________
demand. derived negative highly
elastic composite inelastic
(Page Ref: 168POOL 6) Points Received: 5 of 5 Comments:Question 15. Question
:Canine Couture is launching a new line of hand-stitched
doggy duds made from silk, cashmere, and linen. Couture has intentionally
limited production and set prices for the new line at about four times the
average price for other pet clothes in hopes of creating a prestige line. What
pricing strategy is Canine Couture using? Cost-plus Value-added Product
line Skimming Segmented Points Received: 5 of 5 Comments:Question 16. Question
:What concept does the following formula percent of change
in quantity divided by the percent of change in price represent? Breakeven Contribution
margin Price
mark-up Elasticity Marginal
analysis Points Received: 5 of 5 Comments:Question 17. Question
:Sam was visiting her grandparents during Spring Break and
was appalled when they insisted on going to dinner at 5:30 to get the Early
Bird Specials. What type of pricing strategy is making Sam insane? Value-added Everyday
low prices Skimming Segmented Cost-plus Points Received: 5 of 5 Comments:Question 18. Question
:John and Robin run a small, but trendy, craft beer and pizza
restaurant in a part of town that has a number of nighttime and dining options.
The couple are discussing raising their prices on their pint and slice
after-work special; however, they are concerned that their customers may decide
that the new price is too high and sales will drop. What pricing concept is
worrying John and Robin? Consumer
constructivism Everyday
low prices Elasticity Skimming Cost-plus Psychological
pricing Points Received: 0 of 5 Comments:Question 19. Question
:Reindeer Games, a new Christmas-themed video, pizza, and ice
cream restaurant targeting families with young children, is located in an area
that is also home to Chucky Cheese and a bounce activity center. As both of the
latter are well established, the owner of Reindeer Games decided to launch her
business with pricing on games and pizza parties about 20% lower than her
competitors. What pricing strategy is Reindeer Games using for their launch? Value-added Everyday
low prices Penetration Skimming Segmented Cost-plusQuestion 20. Question
:Cats and Rats is a tablet game that allows players to be one
or the other and try to outsmart their opponents. In order to win, the players
need an occasional energy boost in the form of a nap, which is free, or the
player can pay for Cat Treats or Cheese Nibbles for their cat or rat. What form
of pricing is this? Penetration Value-added Freemium Skimming Segmented Points Received: 0 of 5 Comments:A(n) __________ is a set of symbols that the sender
transmits. encoder feedback
loop message media decoder
(Page Ref: 415)Question 2. Question
:An appeal that attempts to stir up either negative or
positive sentiments that can motivate purchase is called a(n) __________
appeal. rational structural emotional moral standard
(Page Ref: 417)Question 3. Question
:Display media includes __________. newspapers magazines television company
websites billboards
(Page Ref: 419)Question 4. Question
:__________ is very believable because news stories,
features, sponsorships, and events seem more real and believable to readers
than ads do. Differentiated
marketing Public
relations Direct
marketing Sales
promotion Personal
selling (Page Ref: 425)Question 5. Question
:HP’s advertising agency assembles words and illustrations
into an advertisement that conveys the company’s intended brand message. In the
context of the communication process, HP is __________. messaging encoding sending decoding responding
(Page Ref: 415)Question 6. Question
:Kathy Champe, a public relations specialist for a regional
chain of pharmacies, regularly contacts members of the local and state-wide media
with information about community events and charity fundraisers sponsored by
her company. This is an example of the __________ function of public relations. press
relations product
publicity investor
relations lobbying development
(Page Ref: 454)Question 7. Question
:Which of the following is true about the customer sales
force structure? Customer
sales force structure is a combination of territorial sales force structure and
product sales force structure. Each
salesperson is assigned to an exclusive geographic area and sells the company’s
full line of products or services to all customers in that territory. Salespersons
specialize in only a particular product line as the company produces numerous
and complex products. Companies
using customer sales force structure tend to ignore the importance of long-term
relationship building with customers. Separate
sales forces are set up for different industries, serving current customers
versus finding new ones, and serving major accounts versus regular accounts.
(Page Ref: 469)Question 8. Question
:Which of the following statements is most likely true about
radio as an advertising medium? Radio
advertising is typically quite expensive. Radio
ensures good attention from the target audience. Radio
offers very low audience selectivity. Radio
prohibits the use of segmentation strategies. Radio
advertising is characterized by good local acceptance. (Page Ref: 447)Question 9. Question
:Which of the following is a disadvantage of using direct
mail as an advertising medium? IN
Low audience selectivity No
flexibility Severe
ad competition Relatively
high cost per exposure Lack
of personalization (Page Ref: 447)Question 10. Question
:A Spanish-language channel runs its ads only in Hispanic
neighborhoods. This is an example of __________. broadcasting buzz
marketing narrowcasting media
multitasking personal
selling (Page Ref: 448)Question 11. Question
:Monty Boyd, an account manager, travels frequently on West
Coast Airlines. Monty earns points for every mile he flies, and he will soon
have enough points to receive a free airline ticket. West Coast Airlines is
attempting to build a strong customer relationship with Monty through a
__________. trade
promotion promotional
product rebate
offer point-of-purchase
promotion frequency
marketing program (Page Ref: 483)Question 12. Question
:Which of the following questions would help a marketer
evaluate the return on a sales promotion investment? Was
the sales force successful in filtering out the good prospects from the poor
ones? Did
customers enjoy the events associated with the promotion? Did
customers receive high-quality promotional products? Did
the promotion attract new customers or more purchasing from current customers? Were
channel intermediaries effectively positioned to ensure a seamless supply of
products? (Page Ref: 488)Question 13. Question
:Which of the following is a potential drawback of using
web-based technologies for making sales presentations and servicing accounts? Web-based
technologies lower the overall efficiency of salespeople. The
cost of the technology outweighs the advantages gained through eliminating
travel. Web-based
technologies can intimidate salespeople or clients who are unfamiliar with
them. Salespeople
who use web-based technologies tend to be less attentive to customer needs. Online
selling usually takes more time than direct selling. (Page Ref: 477)Question 14. Question
:Which of the following best explains why companies are
adopting the team selling approach to service large, complex accounts? Products
have become too complicated for one salesperson to handle a large company’s
needs. Customers
prefer dealing with many salespeople rather than one sales representative. Job
rotation, an integral part of team selling, keeps workers motivated and boosts
their morale. Team
selling facilitates the evaluation of individual contributions. With
team selling, companies are not required to train the outside sales force any
longer. (Page Ref: 471)Question 15. Question
:A five-foot-high cardboard display of Terry the polar bear,
mascot of Terry’s protein shake, next to the shelf containing Terry’s products
in a supermarket, is an example of a(n) __________. sample point-of-purchase
promotion business
promotion IN advertising specialty rebate
(Page Ref: 484)Question 16. Question
:All of the following are forms of direct marketing EXCEPT
__________. personal
selling point-of-purchase
promotion telemarketing direct-mail
marketing kiosk
marketing (Page Ref: 500)Question 17. Question
:Which of the following terms refers to a 30-minute
television advertising program that markets a single product? Social
media Digital
catalog Telemarketing Blog Infomercial
(Page Ref: 503)Question 18. Question
:Florian Fasteners recently introduced a new line of
products. In order to promote its product, it sent samples to the addresses of
a few select customers. Which of the following types of marketing is evident
from this example? Direct-mail
marketing Telephone
marketing Direct-response
TV marketing Mobile
marketing Kiosk
marketing (Page Ref: 518)Question 19. Question
:How has do-not-call legislation helped direct marketers? Marketers
are compensated by the Federal Trade Commission for lost sales caused by the
laws. Direct
marketers have outsourced their activities to firms that are exempt from such
laws. Direct
marketers have developed kiosks as an alternative to telemarketing. Telemarketers
are allowed to call customers for a small fee. Telemarketers
have developed opt-in calling systems. (Page Ref: 503)Question 20. Question
:Green Gardens is a click-and-mortar company that sells
gardening and landscaping goods and equipment. When customers are unable to
find a product they need on the shelves of their local Green Gardens store,
customers order the product online with the help of the in-store ordering
machine. Which of the following best describes the ordering machine? Kiosk IN Digital catalog Podcast Tablet Online
networks (Page Ref: 504)marketing plan projectMarketing
PlanThroughout
this course, you will complete 4 assignments that will culminate in a final
Marketing Plan, which you will present to the class. To begin this project,
think about a product or service that you want to use for your Marketing Plan.
Guidelines for the product or service selection are in Module 1.Post
the product or service you selected for the Marketing Plan to the Product or
Service Selection Board no later than Thursday 11:59 PM EST/EDT of Module 1.
Your Instructor will provide feedback.Marketing
Plan: Product DescriptionThe first part of your Marketing Plan is a
Product Description, which includes a Feature and Benefit Chart. Click Marketing Plan: Product Description Guidelines and Rubric
for the assignment requirements and an2example
of a completed Product Description. You are strongly urged to follow the
instructions carefully and completely and to review the example.Submit
the Marketing Plan: Product Description to the Dropbox no later than Sunday
11:59 PM EST/EDT of Module 2.(This Dropbox basket is linked to
Turnitin.)Marketing
Plan: SWOT AnalysisThe
second part of your marketing plan will be a SWOT analysis. Click Marketing Plan: SWOT Analysis Guidelines and Rubricfor
the assignment requirements, template to use for the assignment, and anexample of a completed SWOT Analysis.Submit
the Marketing Plan: SWOT Analysis to the Dropbox no later than Sunday 11:59
PM EST/EDT of Module 3.(This Dropbox basket is linked to Turnitin.)Marketing
Plan: SegmentationThe
next part of your marketing plan will be to identify and define the market
segments you will target. You are required to identify and describe three
segments for your product. Click Marketing Plan:
Segmentation Guidelines and Rubricfor the assignment requirements and an example of
Segmentation.Submit
the Marketing Plan: Segmentation to the Dropbox no later than Sunday 11:59
PM EST/EDT of Module 4.(This Dropbox basket is linked to Turnitin.)Marketing
Plan: IMCThe
final part of your marketing plan is the Integrated Marketing Communications
(IMC). Click Marketing Plan: IMC Guidelines and Rubricfor the assignment requirements, template to use for
the assignment,and an example of a completed
IMC presentation.Submit
the Marketing Plan: IMC to the Dropbox no later than Sunday 11:59 PM EST/EDT
of Module 6.(This
Dropbox basket is linked to Turnitin.)Marketing
Plan PresentationOnce
all elements of the Marketing Plan have been completed, the final part of the
Marketing Plan Project is to create a narrated PowerPoint presentation
summarizing the project. Click Marketing Plan
Presentation Guidelines and Rubricfor assignment details. There are two submissions
for thisassignment:Submission
1Submit
your Marketing Plan Presentation to the Dropbox no later than Sunday 11:59
PM EST/EDT of Module 7.Submission
2Post
your Marketing Plan Presentation to the Module 8 Discussion Board no later
than Sunday 11:59 PM EST/EDT of Module 7. (This is required to
complete the Module 8 Discussion.Instructions for completing the peer
review are available in Module 8.)

Your marketing plan is about a specific product or service. You may
select any product or service that interests you, within the following
guidelines:

1. It may not be for an existing brand or specific company,
meaning no Coke, Wal-Mart, or McDonalds.

2. The product must be technologically feasible.

3. It must be legal and appropriate for a class environment.

4. While the instructor will make exceptions, the product should
not require a national launch.

5. You may wish to consider a local service rather than a physical
product that involves manufacturing issues.

Our website has a team of professional writers who can help you write any of your homework. They will write your papers from scratch. We also have a team of editors just to make sure all papers are of HIGH QUALITY & PLAGIARISM FREE. To make an Order you only need to click Ask A Question and we will direct you to our Order Page at WriteDemy. Then fill Our Order Form with all your assignment instructions. Select your deadline and pay for your paper. You will get it few hours before your set deadline.