Archive for February 2022

Criteria required to identify an effective target market

Criteria required to identify an effective target market



1. common needs and respond i a similar way to marketing activities designed to satisfy those needs

2. People outside target market should have enough differences from those in that they won't find the marketing activities satisfying

3. Adequate information to identify and locate target market

4. Enough information about consumers' needs and how they make purchasing decisions that an effective marketing mix can be developed

Explain the duties of an employee.

Explain the duties of an employee.



The duties of an employee towards his or her employer are: 


(1) a duty to fulfill the express terms of the employment contract and other implied agreements made with the employer; 

(2) a duty to obey the reasonable orders and rules of the employer whether or not the employee has expressly agreed to do so; 

(3) the duty to possess the skill, experience, or knowledge to do the work; 

(4) the duty to look out for the employer’s best interest; 

(5) the duty to perform the job tasks assigned to him or her with competence

Describe the duties of an employer.

Describe the duties of an employer.



(1) The duty to treat employees in a reasonable manner. 

(2) An employer must provide his or her employees with a safe working environment, including safe tools, equipment, machinery, and the building itself. 

(3) All employers under the jurisdiction of the Fair Labor Standards Act must not demand more than 40 hours of regular rate pay per week. If more than 40 hours are worked in one week, overtime must be paid at a rate of one and a half times the employee’s regular hourly rate.

(4) Payroll deductions paid to the government by the employer to cover federal and state income tax obligations, social security, and insurance. 

(5) The Military Selective Service Act of 1950 requires employers to re-employ workers after an honorable discharge from military service. All persons who have been drafted, enlisted, or called to active duty from the reserves will receive this protection. 

(6) More than one-half of the states require that workers be given time off with pay at a time convenient to the employer to vote in regular, primary, and general elections.

Explain the special duties owed to minors. What principles are these duties based on?

Explain the special duties owed to minors. What principles are these duties based on?



Both state and federal governments have special regulations protecting minors who work from working overextended hours and in dangerous working conditions. Although federal and state laws vary they are all based on the following principles: (1) A person’s early years are best used to obtain an education. (2) Certain work is harmful or dangerous for young people. (3) Child labor at low wages takes jobs from adults. In addition some states have child labor laws that (1) set the maximum number of working hours in one day that a minor can work, (2) prohibit night work, (3) decide what grade a child must have completed in school prior to being able to work, (4) set the required age for certain hazardous occupations, and (4) restrict the hours of work to between 5 in the morning and 10 in the evening.

Explain how employment contracts are terminated.

Explain how employment contracts are terminated.



Employment contracts may be terminated in three ways: (1) by performance or the completion of the job or the running of the period of employment defined in the contract. (2) by termination at will which occurs when neither the employer nor the employee have not specified a length of time for the employment relationship. (3) by material breech which occurs when the obligations of the employment contract are not fulfilled

How are employment contracts made?

How are employment contracts made?



Employment contract terms are created in three ways: (1) express agreements in which terms are given orally or in writing or some combination; (2) the terms may be an implied agreement based on custom or trade practice; (3) state and federal laws may impose employment terms.

What is unemployment compensation?

What is unemployment compensation?



Workers who have been discharged without cause are entitled to unemployment compensation which is money paid by the government or a private insurance fund to workers who have lost their jobs through no fault of their own. Unemployment compensation payments are made by the states in cooperation with the federal government under the Social Security Act of 1935. There is usually a period of one or two weeks after termination before payments begin. Then a percentage of the regular wage is paid to the unemployed person every week for a limited period of time. Unemployment compensation is not available to those who quit voluntarily, strike, or refuse to accept similar substitute work.

When does an employment contract exist?

When does an employment contract exist?



An employment contract exists when the employer and the employee have an agreement in which the employer pays an employee to do work under the employer’s supervision and control.

What are the four unlawful reasons for termination in which an employer commits a tort?

What are the four unlawful reasons for termination in which an employer commits a tort?



When an employer fires an employee for (1) refusal to commit perjury at the request of the company, (2) insisting on filing a worker’s compensation claim, (3) reporting violations of the law by the company, or (4) urging the company to comply with the law, the employer is committing the tort of wrongful discharge

Describe how foreign businesses treated preindustrial countries in the past.

Describe how foreign businesses treated preindustrial countries in the past.



Countries with preindustrial economies were once viewed as offering few opportunities for foreign businesses. Some companies purchased raw materials in the countries. Others actually developed mining, lumbering, or oil-drilling activities. Often those companies were accused of exploiting the countries. Some companies took natural resources and returned very little to the economies.


Identify several similarities and differences between marketing internationally and marketing within one country.

Identify several similarities and differences between marketing internationally and marketing within one country.


There is a great deal of similarity but also some difference between marketing internationally and marketing within one country. The idea of identifying markets and developing a marketing mix remains the same. So does the need to complete each of the marketing functions. The characteristics of markets, the information needed and how it is obtained, and the procedures used in developing each of the marketing mix elements will change as companies concentrate on markets in other countries.


What type of mistake may be made by business people who do not understand the marketing concept when entering markets in other countries?

What type of mistake may be made by business people who do not understand the marketing concept when entering markets in other countries?



Answer: They may believe that because a product is successful in their own country, the same product can be equally as successful in other countries without any changes. They attempt to use the same types of marketing strategies used in the past.


Why is foreign production better than exporting in some ways?

Why is foreign production better than exporting in some ways?



Foreign production has advantages over exporting in that the major business activities are performed within the country in which the products will be sold. This reduces the amount of distribution activities and the time needed to move products from one country to another.

Why would a business need to enter the international market?

Why would a business need to enter the international market?



These businesses may find that competition is very intense in their current markets and that sales and profits are declining. In order to find additional customers to increase sales, those companies began to look at other countries


A producer has a few territories where many big customers are concentrated, but most of its target customers are spread all over the country.

A producer has a few territories where many big customers are concentrated, but most of its target customers are spread all over the country.



Answer: The company should use its own sales branches in the concentrated territories and agents, probabaly manufacturers' agents, in the others--assuming the concentrated territories are large enough to support sales branches.

The manager of the Yazoo City Catfish Producers knows the market for its catfish is geographically quite large. Price and supply conditions vary considerably from season to season. Since Yazoo City can sell its catfish only a few months each year, it does not need continuous market representation. The catfish producers should use a:

The manager of the Yazoo City Catfish Producers knows the market for its catfish is geographically quite large. Price and supply conditions vary considerably from season to season. Since Yazoo City can sell its catfish only a few months each year, it does not need continuous market representation. The catfish producers should use a:



Answer: Broker

Allied Electronics sells a line of household appliances. Sales and profits have been deteriorating and there appears to be no way to revive the product line. Allied has looked for potential buyers of the line, but buyers cannot be found. Allied's next move probably should be to _________________ .

Allied Electronics sells a line of household appliances. Sales and profits have been deteriorating and there appears to be no way to revive the product line. Allied has looked for potential buyers of the line, but buyers cannot be found. Allied's next move probably should be to _________________ .



Answer: Harvest the line

Coupons, games, contests, premiums, and gifts are primarily employed during the introductory stage of the PLC to gain product awareness and stimulate trial. These tools receive relatively little attention during later stages.

Coupons, games, contests, premiums, and gifts are primarily employed during the introductory stage of the PLC to gain product awareness and stimulate trial. These tools receive relatively little attention during later stages.



Answer: False

The major thing that separates the 'new and improved strategy' from other strategies employed during the growth and maturity states of the PLC is that no new benefits are added with the product change. Only existing benefits are enhanced.

The major thing that separates the 'new and improved strategy' from other strategies employed during the growth and maturity states of the PLC is that no new benefits are added with the product change. Only existing benefits are enhanced.



Answer: True


Candice insists on buying only Revlon cosmetics. Rather than purchasing other brands when Revlon is not available, Candice will postpone her purchase or drive substantial distances to find her preferred brand. To Candice, Revlon is what marketers refer to as a:

Candice insists on buying only Revlon cosmetics. Rather than purchasing other brands when Revlon is not available, Candice will postpone her purchase or drive substantial distances to find her preferred brand. To Candice, Revlon is what marketers refer to as a:


Answer: Specialty good or product

In terms of the product life cycle, the soft-drink market is basically a mature market. There are still many profitable small regional soft drinks, such as Big Red, Cheerwine, and Vernors. What type of product strategy would you expect these small bottlers to use?

In terms of the product life cycle, the soft-drink market is basically a mature market. There are still many profitable small regional soft drinks, such as Big Red, Cheerwine, and Vernors. What type of product strategy would you expect these small bottlers to use?



Answer: Product differentiation

Which of the following are characteristic of installations ?

Which of the following are characteristic of installations ?



1. Are relatively high cost items.

3. Tend to be capitalized on balance sheets.

4. Contribute significantly to the scale of operations.

5. Tend to be 'expensed' over time.

Products like Campbell's soups have been around for decades. Now Campbell spends much of its advertising dollars on publishing recipes that use Campbell's soups as one of their main ingredients. This strategy suggests that Campbell's soup is in the _____ stage of its product life cycle.

Products like Campbell's soups have been around for decades. Now Campbell spends much of its advertising dollars on publishing recipes that use Campbell's soups as one of their main ingredients. This strategy suggests that Campbell's soup is in the _____ stage of its product life cycle.



Answer: Maturity

You are the brand manager for Tide (P&G brand) and are considering ways to revive lagging sales. Recognizing that your brand and the product category as a whole are 'mature,' you are examining several strategic options. Which of the following is least likely to be a viable alternative to accomplish your sales goals?

You are the brand manager for Tide (P&G brand) and are considering ways to revive lagging sales. Recognizing that your brand and the product category as a whole are 'mature,' you are examining several strategic options. Which of the following is least likely to be a viable alternative to accomplish your sales goals?



Answer: Harvest the brand

During the introductory stage of a product's life cycle:

During the introductory stage of a product's life cycle:



1. The promotional program is designed to stimulate demand for the product category.

2. There is very little direct competition.

3. Costs are high.

4. The profit curve is negative through most (perhaps all) of this stage.

Dial Company introduced liquid soap in 1988. Today competition in the industry is intense. The manufacturers of liquid soap are adopting a defensive positioning strategy and intensive product distribution. Their promotions appeal to brand loyalty. From this information, you know that liquid soap is in the _____ stage of its product life cycle.

Dial Company introduced liquid soap in 1988. Today competition in the industry is intense. The manufacturers of liquid soap are adopting a defensive positioning strategy and intensive product distribution. Their promotions appeal to brand loyalty. From this information, you know that liquid soap is in the _____ stage of its product life cycle.



Answer: Maturity

The Clorox Company, a manufacturer of bleach, has added a line of bleach-free disinfectant wipes for cleaning up spills and sticky fingers. With the addition of the Clorox disinfecting wipes, the firm has changed its:

The Clorox Company, a manufacturer of bleach, has added a line of bleach-free disinfectant wipes for cleaning up spills and sticky fingers. With the addition of the Clorox disinfecting wipes, the firm has changed its:



Answer: Product mix width or breadth.

Like many characters created for commercials, the chihuahua in the Taco Bell commercials has appeared on T-shirts, caps, cups, and posters--some licensed, many not. Soon some other commercials will capture the attention of the American consumer, and some other character(s) will appear on T-shirts, caps, cups, and posters. These commercial-derived products are examples of:

Like many characters created for commercials, the chihuahua in the Taco Bell commercials has appeared on T-shirts, caps, cups, and posters--some licensed, many not. Soon some other commercials will capture the attention of the American consumer, and some other character(s) will appear on T-shirts, caps, cups, and posters. These commercial-derived products are examples of:



Answer: Fads

Industry sales are growing, but the rate of growth has slowed dramatically. The number of competitors is increasing and individual firms are spending large sums in order to buy market share from one another. As a result of increased marketing costs, profits are eroding. Which stage of the product life cycle seems to be indicated?

Industry sales are growing, but the rate of growth has slowed dramatically. The number of competitors is increasing and individual firms are spending large sums in order to buy market share from one another. As a result of increased marketing costs, profits are eroding. Which stage of the product life cycle seems to be indicated?



Answer: Maturity

When video games were first introduced, they were played on 16-bit game computers. As soon as the 32-bit machines were introduced, sales for the 16-bit games and players quickly fell. The 16-bit product category entered the _____ stage of its product life cycle.

When video games were first introduced, they were played on 16-bit game computers. As soon as the 32-bit machines were introduced, sales for the 16-bit games and players quickly fell. The 16-bit product category entered the _____ stage of its product life cycle.



Answer: Decline

Cappio was the first canned ready-to-drink coffee on the market. It had to create the demand for the product category. As soon as demand for the product was shown to exist, Coke and Pepsi began promoting their own brands of canned, ready-to-drink coffee. During which stage of the product life cycle would you expect to see such activity occurring?

Cappio was the first canned ready-to-drink coffee on the market. It had to create the demand for the product category. As soon as demand for the product was shown to exist, Coke and Pepsi began promoting their own brands of canned, ready-to-drink coffee. During which stage of the product life cycle would you expect to see such activity occurring?



Answer: Growth

Tarzan dolls, bookbags, sweatshirts and posters seemed to become popular overnight. After about six months, you were able to buy Tarzan products at flea markets and garage sales for less than 25 percent of their original cost. Tarzan-related products exemplify:

Tarzan dolls, bookbags, sweatshirts and posters seemed to become popular overnight. After about six months, you were able to buy Tarzan products at flea markets and garage sales for less than 25 percent of their original cost. Tarzan-related products exemplify:



Answer: A fad

What are some solutions to prevent Misuse of Research Findings?

What are some solutions to prevent Misuse of Research Findings?



-Development of codes of research ethics and standards of conduct


-Companies must accept responsibility to protect consumers' best interests and their own.

What are some of the problems International Marketing Research faces?

What are some of the problems International Marketing Research faces?



-Dealing with diverse markets


-Finding good secondary data in foreign markets


-Developing good samples


-Reaching respondents


-Handling differences in culture, language, and attitudes toward marketing research


Also, The cost of research is high, but the cost of not doing it is higher. Once recognized, many of the problems associated with international marketing research can be overcome or avoided.


The primary risk associated with the famous '3:00 am' ad from the Hillary Clinton presidential campaign was:

The primary risk associated with the famous '3:00 am' ad from the Hillary Clinton presidential campaign was:



1. Voters would not recognize the severity of the threat

2. The threat was too sever and was, therefore, selectively distorted

3. The appeal did not come from a 'credible source'

4. The appeal could have actually directed votes away form both Clinton and Obama to their Republican opponent.



Answer: 4. The appeal could have actually directed votes away form both Clinton and Obama to their Republican opponent.

Although humor appeals for low involvement products (e.g. 'grocery store products') may yield some 'affect referral,' the primary learning theory responsible for generating brand name recall probably is:

Although humor appeals for low involvement products (e.g. 'grocery store products') may yield some 'affect referral,' the primary learning theory responsible for generating brand name recall probably is:



1. Classical conditioning

2. Instrumental conditioning

3. Iconic rote learning

4. Selective distortion



Answer: 3. Iconic rote learning

Consumer advocacy groups fear that beer ads that continuously portray its consumption in 'festive' party settings may lead children to equate having fun with drinking. This fear is ties to a belief that children are more susceptible to the power of:

Consumer advocacy groups fear that beer ads that continuously portray its consumption in 'festive' party settings may lead children to equate having fun with drinking. This fear is ties to a belief that children are more susceptible to the power of:



1. Classical conditioning

2. Instrumental conditioning

3. Iconic learning

4. Selective distortion



Answer: 1. Classical conditioning

The Marlboro brand was successfully repositioned to the male blue collar market by linking the brand to the image of the American cowboy. The success of this strategy is generally attributed to the power of:

The Marlboro brand was successfully repositioned to the male blue collar market by linking the brand to the image of the American cowboy. The success of this strategy is generally attributed to the power of:



1. Classical conditioning

2. Instrumental conditioning

3. Iconic learning

4. Selective distortion



Answer: 1. Classical conditioning

Sex appeals are very good at attracting attention, it can also be seen as offensive to some people. The tendency of people to take offense to such ads is an example of

Sex appeals are very good at attracting attention, it can also be seen as offensive to some people. The tendency of people to take offense to such ads is an example of



1. Selective exposure

2. Selective attention

3. Selective interpretation

4.Selective retention



Answer: 3. Selective interpretation

If the manufacturer of Rogaine wants know how consumers feel about the hair growth product, and also wants to reduce the potential for interviewer bias and guarantee the subject's anonymity, the company probably should use:

If the manufacturer of Rogaine wants know how consumers feel about the hair growth product, and also wants to reduce the potential for interviewer bias and guarantee the subject's anonymity, the company probably should use:



1. The experimental method

2. Personal interviews

3. Observation research

4. A mail survey

5. Shopping mall intercepts



Answer: 4. A mail survey

The most important characteristic of a sample that makes it possible to generalize the results of a research study to the population from which the sample was selected is that it is, on average, representative of that population. Which of the following is most likely to ensure the sample is truly representative?

The most important characteristic of a sample that makes it possible to generalize the results of a research study to the population from which the sample was selected is that it is, on average, representative of that population. Which of the following is most likely to ensure the sample is truly representative?



1. The sample is selected at random from the population

2. The entire population is included in the sample i.e. it is really a census

3. The sample is carefully screened to ensure that it contains, proportionately, people with the same demographic profiles as encountered in the population.

4. The sample is selected quickly, even at the risk of its being non-random to ensure that opinions are 'fresh.

5. None of the above are correct



Answer: 1. The sample is selected at random from the population

_______ is an ongoing, organized set of procedures and methods designed to generate, analyze, disseminate, store and retrieve information for use in marketing management decisions.

_______ is an ongoing, organized set of procedures and methods designed to generate, analyze, disseminate, store and retrieve information for use in marketing management decisions.



1. A marketing information system

2. Computerized data storage

3. A decision support system

4. Marketing research

5. Marketing intelligence



Answer: 1. A marketing information system

Why would a marketing researcher use a survey rather than some other tool to gather research data?

Why would a marketing researcher use a survey rather than some other tool to gather research data?



1. It is easy to construct questionnaires.

2. It is typically a fast way to gather information.

3. It is generally a less expensive way to gather information than searching through secondary data.

4. It is a good way to gather information first-hand about people's beliefs and attitudes.

5. All of the above describe advantages gained from the use of a survey.



Answer: 4. It is a good way to gather information first-hand about people's beliefs and attitudes.

The observation method for gathering research data is most effective for:

The observation method for gathering research data is most effective for:



1. Identifying the target markets for an air refresher.

2. Deciding whether to package dog food in a green or a brown bag.

3. Proving that the ad copy for a all-natural baby food communicated effectively with its target market.

4. Determining the potential sales of a cellular phone weighing just three ounces.

5. Determining how people act while waiting in a bank line.



Answer: 5. Determining how people act while waiting in a bank line.

With six other small business owners, Scott was invited to a(n) ______________ where the researcher asked the group general questions about how they felt about income tax assistance software. The interview revealed that most small business owners have limited time to learn the programs and would be willing to hire an accounting service if its price was reasonable.

With six other small business owners, Scott was invited to a(n) ______________ where the researcher asked the group general questions about how they felt about income tax assistance software. The interview revealed that most small business owners have limited time to learn the programs and would be willing to hire an accounting service if its price was reasonable.



1. Focus Group

2. Mall intercept

3. Centralized survey method

4. Experimental method

5. Walking interview



Answer: 1. Focus Group

A mall intercept is an example of:

A mall intercept is an example of:



1. The observation method of gathering data

2. Secondary data

3. The experimental method of gathering data

4. The survey method of gathering data

5. None of the above



Answer: 4. The survey method of gathering data

If the owners of Six Flags over Georgia want to know where the amusement park's patrons are coming from, they could send an employee out to collect the state names from the license plates of cars parked in the Six Flags' parking lot. This is an example of the ___________ method of gathering marketing research.

If the owners of Six Flags over Georgia want to know where the amusement park's patrons are coming from, they could send an employee out to collect the state names from the license plates of cars parked in the Six Flags' parking lot. This is an example of the ___________ method of gathering marketing research.



1. Focus group

2. Experimental

3. Observation

4. Mail survey

5. Mall intercept


Answer: 3. Observation

__________ is a good example of a field experiment.

__________ is a good example of a field experiment.



1. A mail survey

2. A laboratory test

3. A focus group

4. A mall intercept

5. Test marketing



Answer: 5. Test Marketing

One of the biggest mistakes in marketing research is to:

One of the biggest mistakes in marketing research is to:



1. Refine the problem definition.

2. Collect primary data before exhausting the information available from secondary sources.

3. Begin the search for primary data after all secondary data have been gathered.

4. Use a mail survey without first doing a focus group interviews.

5. Hire an outside agency to gather information



Answer: 2. Collect primary data before exhausting the information available from secondary sources.

The first step in the marketing research process is to:

The first step in the marketing research process is to:



1. Gather primary data

2. Conduct an informal investigation

3. Gather secondary data

4. Define the problem or question

5. Perform a situation analysis



Answer: 4. Define the problem or question

The Eli Cutter test market discussed in class probably failed because:

The Eli Cutter test market discussed in class probably failed because:



1. The test market was conducted in the wrong cities - cities not representative of the actual target market were used

2. Eli Cutter was positioned too close to its likely major competitor - Marlboro

3. The test market employed marketing mix elements different than those the firm intended to use if and when the product was commercialized

4. The test market was conducted at the wrong time of the year. They should have waited until Summer to avoid competing for commercial air-time with other new products that were being heavily promoted

5. None of the above suggests why Eli Cutter failed.



Answer: Eli Cutter was positioned too close to its likely major competitor - Marlboro

Barbara has opened a small business. She is selling a bottled mixture of hot and mild peppers, stuffed green olives and spices. The product is distributed by mail. So far, no promotion other than word-of-mouth has been needed. For only $4.75, you can buy a pint jar of the mixture that you can use on everything from chili to Chinese food. The preceding describes the ______________ for Barbara's company.

Barbara has opened a small business. She is selling a bottled mixture of hot and mild peppers, stuffed green olives and spices. The product is distributed by mail. So far, no promotion other than word-of-mouth has been needed. For only $4.75, you can buy a pint jar of the mixture that you can use on everything from chili to Chinese food. The preceding describes the ______________ for Barbara's company.



1. Marketing mix

2. Perfect strategy

3. Organizational strategy

4. Strategic objective

5. Strategic tactic



Answer: 1. Marketing Mix

(T/F) The film clips presented in class contrasting Ford and GM illustrate two firms that clearly were practicing dramatically different 'business philosophies.' The philosophy illustrated by Ford was the marketing concept, while the philosophy illustrated by GM was the production concept.

(T/F) The film clips presented in class contrasting Ford and GM illustrate two firms that clearly were practicing dramatically different 'business philosophies.' The philosophy illustrated by Ford was the marketing concept, while the philosophy illustrated by GM was the production concept.



Answer: False

"A total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets to achieve organizational objectives" is the text's definition of:

"A total system of business activities designed to plan, price, promote, and distribute want-satisfying products to target markets to achieve organizational objectives" is the text's definition of:



1. the marketing concept

2. relationship marketing

3. the marketing mix

4. marketing

5. none of the above.



Answer: Marketing

Air conditioning systems that are manufactured in December will be stored until customers are ready to buy them in the Spring. The act of storing these systems creates ________ utility for customers.

Air conditioning systems that are manufactured in December will be stored until customers are ready to buy them in the Spring. The act of storing these systems creates ________ utility for customers.



1. Time

2. Place

3. Possession

4. Form

5. All of the above



Answer: Time

Nationwide Cars sells pre-owned cars. Its salespersons are expected to do whatever is necessary to reach their sales quotas. Aggressive selling is required for success, and unethical sales tactics, such as selling features that customers do not really need, are tolerated. Nationwide is being operated as if it is at the ____________ stage of marketing thought.

Nationwide Cars sells pre-owned cars. Its salespersons are expected to do whatever is necessary to reach their sales quotas. Aggressive selling is required for success, and unethical sales tactics, such as selling features that customers do not really need, are tolerated. Nationwide is being operated as if it is at the ____________ stage of marketing thought.



Answer: Sales-Orientation

(T/F) Wilson Farms grows some of the finest strawberries in Florida. Customers come from miles away to pick its succulent berries. Last year, its owner increased its production ability by almost 50 percent. The farm owner assumed that customers would pick Wilson Farms' strawberries because the berries were of good quality and reasonably priced. Andover Farms is acting as if it is in the product-orientation stage of marketing thought.

(T/F) Wilson Farms grows some of the finest strawberries in Florida. Customers come from miles away to pick its succulent berries. Last year, its owner increased its production ability by almost 50 percent. The farm owner assumed that customers would pick Wilson Farms' strawberries because the berries were of good quality and reasonably priced. Andover Farms is acting as if it is in the product-orientation stage of marketing thought.



Answer: False

Which of the following statements best reflects the adoption of the societal marketing concept by a manufacturer of disposable diapers?

Which of the following statements best reflects the adoption of the societal marketing concept by a manufacturer of disposable diapers?



1. The manufacturer recently introduced a new line of less skin-irritating 'super absorbent' diapers to meet the needs of parents who travel extensively with small children.

2. The manufacturer has implemented a 'marketing intelligence' collection department to become more informed of major social and legal ramifications of selling disposable diapers.

3. The manufacturer plans to air a new promotional campaign intended to emphasize its concern for customers' satisfaction with its products.

4. The manufacturer has initiated a diaper recycling program in conjunction with a consumer education program to make consumers more aware of the potential environmental hazards associated with such products.

5. All of the above reflect the adoption of societal marketing.



Answer: 4. The manufacturer has initiated a diaper recycling program in conjunction with a consumer education program to make consumers more aware of the potential environmental hazards associated with such products.


Manufacturers in the _______ stage typically focus on increasing output while assuming that customers will seek out and buy reasonably priced, well-made products.

Manufacturers in the _______ stage typically focus on increasing output while assuming that customers will seek out and buy reasonably priced, well-made products.



1. production-orientation (production concept)

2. Societal marketing-orientation (societal marketing concept)

3. Marketing-orientation (marketing concept)

4. Sales-orientation (sales or selling concept)

5. Relationship marketing orientation



Answer: Production-Orientation (production concept)

Probably the most critical 'premise' of the marketing concept is:

Probably the most critical 'premise' of the marketing concept is:



1. That its implementation must be a 'total firm' effort, not just the focus of the marketing department

2. That the firm's primary objective should be one of identifying and satisfying customers' needs i.e. the customer should be 'central' to everything the firm does

3. The firm should maintain a profit focus, but the focus should emphasize long-term profitability instead of immediate returns.

4. Firms should target rather finely-defined market segments, rather than try to sell to larger, more diverse markets.

5. All of the above are equally critical.



Answer: 2

A manufacturer sells its products to wholesalers. These wholesalers then resell the products to retailers in the geographic areas in which they operate. You and I then buy these products from one or more of these retailers. This 'link' between producers on one end and consumers on the other is typically referred to as the:

A manufacturer sells its products to wholesalers. These wholesalers then resell the products to retailers in the geographic areas in which they operate. You and I then buy these products from one or more of these retailers. This 'link' between producers on one end and consumers on the other is typically referred to as the:



1. Marketing exchange

2. Buying and selling process

3. Utility creation process

4. Channel of distribution

5. None of the above



Answer: 4

What are some responsibilities of managers?

What are some responsibilities of managers?


-Think carefully about the research objectives


-Formulate questions in advance


-Recognize the biases

introduced by smaller samples and less skilled researchers


-Conduct the research systematically

When probability sampling costs too much or takes too much time, marketing researchers take nonprobability samples, even though their sampling error cannot be measured. The best method to use depends on the needs of the research project.

When probability sampling costs too much or takes too much time, marketing researchers take nonprobability samples, even though their sampling error cannot be measured. The best method to use depends on the needs of the research project.



Answer: True

What are some decisions required for sampling design?

What are some decisions required for sampling design?



-Sampling unit - People to be studied


-Sample size - Number of people to be studied


-Sampling procedure - Method of choosing the people to be studied

True or False:Both quantitative and qualitative Internet-based research have some drawbacks. One major problem is controlling who's in the online sample. To overcome such sample and context problems, many online research firms use opt-in communities and respondent panels. Alternatively, many companies are now developing their own custom social networks and using them to gain customer inputs and insights.

True or False:Both quantitative and qualitative Internet-based research have some drawbacks. One major problem is controlling who's in the online sample. To overcome such sample and context problems, many online research firms use opt-in communities and respondent panels. Alternatively, many companies are now developing their own custom social networks and using them to gain customer inputs and insights.



Answer: True

What are some sources of Secondary Data?

What are some sources of Secondary Data?



-Company's internal database

-Purchased from outside suppliers

-Commercial online databases

-Internet search engines

What are the topics covered in a Research plan?

What are the topics covered in a Research plan?



-Problems and research objectives

-Information to be obtained

-How results will help decision making

-Estimated research costs

-Type of data required

What does the Research Plan spell out?

What does the Research Plan spell out?



-Specific research approaches

-Contact methods

-Sampling plans

-Instruments that researchers will use to gather new data

What does Causal Research do?

What does Causal Research do?



Answer: Used to test hypotheses about cause-and-effect relationships

What does Descriptive Research do?

What does Descriptive Research do?



Answer: Used to better describe the market potential for a product or the demographics and attitudes of consumers

What are all the techniques for Competitive Marketing Intelligence?

What are all the techniques for Competitive Marketing Intelligence?



-Observing consumers firsthand

-Quizzing the company's own employees

-Benchmarking competitors' products

-Conducting online research

-Monitoring social media buzz

Discuss the special issues some marketing researchers face, including public policy and ethics issues.

Discuss the special issues some marketing researchers face, including public policy and ethics issues.



Some marketers face special marketing research situations, such as those conducting research in small business, not-for-profit, or international situations. Marketing research can be conducted effectively by small businesses and nonprofit organizations with limited budgets. International marketing researchers follow the same steps as domestic researchers but often face more and different problems. All organizations need to act responsibly to major public policy and ethical issues surrounding marketing research, including issues of intrusions on consumer privacy and misuse of research findings.

Define the marketing information system and discuss its parts.

Define the marketing information system and discuss its parts.



The marketing information system (MIS) consists of people and procedures for assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights. A well-designed information system begins and ends with users.


The MIS first assess information needs. The MIS primarily serves the company's marketing and other managers, but it may also provide information to external partners. Then the MIS develops information from internal databases, marketing intelligence activities, and marketing research. Internal databases provide information on the company's own operations and departments. Such data can be obtained quickly and cheaply but often needs to be adapted for marketing decisions. Marketing intelligence activities supply everyday information analysis. To analyze individual customer data, many companies have no acquired or developed special software and analysis techniques called Customer Relationship Management (CRM)--that integrate, analyze and apply the mountains of individual customer data contained in their databases.

Marketing information has no value until it is used to make better marketing decisions. This, the MIS must make the information available to managers and others who make marketing decisions or deal with customers. In some cases, this means providing regular reports and updates; in other cases, it means making nonroutine information available for special situations and on-the-spot decisions. Many firms use company intranets and extranets to facilitate this process. Thanks to modern technology, today's marketing managers can gain direct access to marketing information at any time and from virtually any location.

Explain the importance of information in gaining insights about the marketplace and customers.

Explain the importance of information in gaining insights about the marketplace and customers.



The marketing process starts with a complete understanding of the marketplace and consumer needs and wants. Thus, the company needs sound information to produce superior value and satisfaction for its customers. The company also requires information on competitors, resellers, and other actors and forces in the marketplace. Increasingly, marketers are viewing information not only as an input for making better decisions by also as an important strategic asset and marketing tool.


True or False:The marketing information system must make the information readily available to managers and others who need it. In some cases, this means providing managers with regular performance reports, intelligence updates, and reports on the result of research studies.

True or False:The marketing information system must make the information readily available to managers and others who need it. In some cases, this means providing managers with regular performance reports, intelligence updates, and reports on the result of research studies.



Answer: True

What are the benefits of Customer Relationship Management (CRM)?

What are the benefits of Customer Relationship Management (CRM)?



Answer: Companies better understand customers, provide high levels of customer service, develop deeper customer relationships, pinpoint high-value customers, target customer more effectively, cross-sell the company's products, and create offers tailored to specific customer requirements.

True or False: Once the data warehouse brings the data together, the company uses high-powered data mining techniques tro sift through the mounds of data and dig out interesting findings about customers. These findings often lead to marketing opportunities.

True or False: Once the data warehouse brings the data together, the company uses high-powered data mining techniques tro sift through the mounds of data and dig out interesting findings about customers. These findings often lead to marketing opportunities.



Answer: True

What is a Data Warehouse

What is a Data Warehouse



Answer: Its a company-wide electronic database of finely detailed customer information that needs to be sifted through for gems.

True or False: CRM consists of sophisticated software and analytical tools from companies such as Oracle, Microsoft, Salesforce.com, and SAS that integrate customer information from all sources, analyze it in depth and apply the results to build stronger customer relationships.

True or False: CRM consists of sophisticated software and analytical tools from companies such as Oracle, Microsoft, Salesforce.com, and SAS that integrate customer information from all sources, analyze it in depth and apply the results to build stronger customer relationships.



Answer: True

True or False: Most companies are awash in information about their customers. In fact, smart companies capture information at ever possible customer touch point. These touch points include customer purchases, sales force contacts, service and support calls, web site visits, satisfaction surveys, credit and payment interactions, market research studies--every contact between a customer and a company.

True or False: Most companies are awash in information about their customers. In fact, smart companies capture information at ever possible customer touch point. These touch points include customer purchases, sales force contacts, service and support calls, web site visits, satisfaction surveys, credit and payment interactions, market research studies--every contact between a customer and a company.



Answer: True

True or False: Researchers should not overwhelm managers with numbers and fancy statistical techniques. Rather, the researcher should present important findings and insights that are useful in the major decisions faced by management.

True or False: Researchers should not overwhelm managers with numbers and fancy statistical techniques. Rather, the researcher should present important findings and insights that are useful in the major decisions faced by management.



Answer: True

What are the three decisions that are required for Designing a Sample?

What are the three decisions that are required for Designing a Sample?



1. Who is to be studied (what sampling unit)?


2. How many people should be included (what sample size)?


3. How should the people in the sample be chosen (what sampling procedure)?

True or False: The research must evaluate secondary information carefully to make certain it is relevant (fits the project's needs), accurate (reliably collected and reported), current (up-to-date enough for current decisions), and impartial (objectively collected and reported.)

True or False: The research must evaluate secondary information carefully to make certain it is relevant (fits the project's needs), accurate (reliably collected and reported), current (up-to-date enough for current decisions), and impartial (objectively collected and reported.)



Answer: True

What are the four steps of The Marketing Research Process?

What are the four steps of The Marketing Research Process?



1. Defining the problem and research objectives


2. Developing the research plan for collection information.


3. Implementing the research plan--collecting and analyzing the data


4. Interpreting and reporting the findings.

True or False; Marketing Research gives marketers insights into customer motivations, purchase behavior, and satisfaction. It can help them to assess market potential and market share or measure the effectiveness of pricing product distribution, and promotion activities.

True or False; Marketing Research gives marketers insights into customer motivations, purchase behavior, and satisfaction. It can help them to assess market potential and market share or measure the effectiveness of pricing product distribution, and promotion activities.



Answer: True

True or False: Marketing intelligence techniques range from observing consumers firsthand to quizzing the company's own employees, benchmarking competitors' products, researching the internet, and monitoring internet buzz.

True or False: Marketing intelligence techniques range from observing consumers firsthand to quizzing the company's own employees, benchmarking competitors' products, researching the internet, and monitoring internet buzz.



Answer: True

What is the goal of competitve marketing intelligence?

What is the goal of competitve marketing intelligence?



Answer: is to improve strategic decision making by understanding the consumer environment, assessing and tracking competitors' actions, and providing early warnings of opportunities and threats.

What are the problems with Internal Databases?

What are the problems with Internal Databases?



-It may be incomplete or in the wrong form to make a marketing decision.


-Data ages quickly; keeping the database current requires a major effort


-Managing large amounts of data requires highly sophisticated equipment and techniques

Define Competitive Marketing Intelligence

Define Competitive Marketing Intelligence



Answer: The systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment.


Define Internal databases

Define Internal databases



Answer: Electronic collections of consumer and market information obtained from data sources within the company network.

True or False: The marketing information system primarily serves the company's marketing and other managers. However, it may also provide information to external partners, such as suppliers, resellers, or marketing services agencies.

True or False: The marketing information system primarily serves the company's marketing and other managers. However, it may also provide information to external partners, such as suppliers, resellers, or marketing services agencies.



Answer: True

Who are information users?

Who are information users?



-Marketing managers


-Internal and external partners


-Others who need marketing information

What are the steps of the Marketing Information System?

What are the steps of the Marketing Information System?



1. It interacts with these information users to access information needs. (Assess information needs)


2. It interacts with the marketing environment to develop needed information through internal company databases, marketing intelligence activities, and marketing research. (Develop needed information)


3. The MIS then helps users to analyze and use the information to develop customer insights, make marketing decisions and manager customer relationships.(Analyze and use)


True or False: Customer insights groups collect customer and market information from a wide variety of sources, ranging from traditional marketing research studies to mingligh with and observing consumers to monitoring consumer online conversations about the company and its products.They use this information to develop important customer insights from which the company can create more value for its customers.

True or False: Customer insights groups collect customer and market information from a wide variety of sources, ranging from traditional marketing research studies to mingligh with and observing consumers to monitoring consumer online conversations about the company and its products.They use this information to develop important customer insights from which the company can create more value for its customers.



Answer: True

Ascena Retail Group Inc. recently purchased the retail chain "Justice for Girls" and now owns and operates three distinctive different retail chains: Justice for Girls, which offers fashions and accessories for "tween" girls ages 7-14; Maurice's, which offers casual, career, and dressy looks in sizes 1-24 for the fashion conscious girls; and Dress Barn which offers its own private labels and contemporary fashions at great value in an environment that is sensitive to and focused on the needs and desires of women. What growth strategy is Ascena Retail Group using?

Ascena Retail Group Inc. recently purchased the retail chain "Justice for Girls" and now owns and operates three distinctive different retail chains: Justice for Girls, which offers fashions and accessories for "tween" girls ages 7-14; Maurice's, which offers casual, career, and dressy looks in sizes 1-24 for the fashion conscious girls; and Dress Barn which offers its own private labels and contemporary fashions at great value in an environment that is sensitive to and focused on the needs and desires of women. What growth strategy is Ascena Retail Group using?



Answer: Market expansion

Chinese consumers exposed to the American programs and trends desire to emulate Americans. This has given the American brands an edge in the _____ characteristic for successful exploitation of international growth opportunities.

Chinese consumers exposed to the American programs and trends desire to emulate Americans. This has given the American brands an edge in the _____ characteristic for successful exploitation of international growth opportunities.



Answer: globally sustainable competitive advantage

MiddleMan Inc. is a headhunting company that is thinking of expanding to a developing economy. Eventz Corp., an event management concern, is also thinking of entering into the same country's market. Which of the following factors would have the same impact for the two companies in terms of attractiveness of the market?

MiddleMan Inc. is a headhunting company that is thinking of expanding to a developing economy. Eventz Corp., an event management concern, is also thinking of entering into the same country's market. Which of the following factors would have the same impact for the two companies in terms of attractiveness of the market?



Answer: Political instability

A related diversification growth opportunity involves:

A related diversification growth opportunity involves:



Answer: investing in a new opportunity that has something in common with the retailer's present target market and retail format.

The type of merchandise and services offered, pricing policy, advertising and promotion programs, store design and visual merchandising, typical locations, and customer services are categorized as _____ in a retail strategy.

The type of merchandise and services offered, pricing policy, advertising and promotion programs, store design and visual merchandising, typical locations, and customer services are categorized as _____ in a retail strategy.



Answer: retail format

First, Logistics deals with decisions needed to move a product from the source of raw materials to consumption, that is, the ______ of the product. Second, those decisions have to be ______ ______. Third, while it is important to drive down logistics costs, there is a limit: a firm needs to drive down logistics costs as long as it can deliver expected _______ _______, which means satisfying customer requirements.

First, Logistics deals with decisions needed to move a product from the source of raw materials to consumption, that is, the ______ of the product. Second, those decisions have to be ______ ______. Third, while it is important to drive down logistics costs, there is a limit: a firm needs to drive down logistics costs as long as it can deliver expected _______ _______, which means satisfying customer requirements.



Answer: flow, cost effective, customer service

A second consideration in channel choice is gaining access to channels and intermediaries that satisfy at least some of the interests buyers might want fulfilled when they purchase a firm's products or services. These interests fall into four broad categories

A second consideration in channel choice is gaining access to channels and intermediaries that satisfy at least some of the interests buyers might want fulfilled when they purchase a firm's products or services. These interests fall into four broad categories: (1) _______, (2) _______, (3) ________, and (4) ________



Answer: information, convenience, variety, pre/post sale services

Under a _________ Vertical Marketing System, independent production and distribution firms integrate their efforts on a contractual basis to obtain greater functional economies and marketing impact than they could achieve alone.

Under a _________ Vertical Marketing System, independent production and distribution firms integrate their efforts on a contractual basis to obtain greater functional economies and marketing impact than they could achieve alone.



Answer: Contractual

________ Marketing, sometimes called Omnichannel Marketing, is the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online.

________ Marketing, sometimes called Omnichannel Marketing, is the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online.



Answer: Multichannel

Electronic intermediaries can and do perform transactional and facilitating functions effectively and at a relatively _______ cost than traditional intermediaries because of efficiencies made possible by Internet technology.

Electronic intermediaries can and do perform transactional and facilitating functions effectively and at a relatively _______ cost than traditional intermediaries because of efficiencies made possible by Internet technology.



Answer: lower

An imprecise term, usually used to describe intermediaries who perform a variety of distribution functions, including selling, maintaining inventories, extending credit, and so on; a more common term in business markets but may also be used to refer to wholesalers is known as _______

An imprecise term, usually used to describe intermediaries who perform a variety of distribution functions, including selling, maintaining inventories, extending credit, and so on; a more common term in business markets but may also be used to refer to wholesalers is known as _______



Answer: Distributor

When Fila chooses Kohl's as a retail store to sell its products because the store attracts women between 25 and later 40s, a segment in which it would like to grow, it takes into consideration which type of factor for this channel decision?

When Fila chooses Kohl's as a retail store to sell its products because the store attracts women between 25 and later 40s, a segment in which it would like to grow, it takes into consideration which type of factor for this channel decision?



Answer: Consumer factors

Two characteristics of multichannel marketing are

Two characteristics of multichannel marketing are



1) The goal is to attract, retain, and build relationships with buyers who use various channels.

2) It is a blending of different communication and delivery channels.

What is the definition of email deliverability?

What is the definition of email deliverability?



Answer: The measurement and understanding of how successful a sender is at getting their marketing email into people's inboxes.

Lead nurturing can be defined as a way to build relationships. While building these relationships, there are key benefits to your business. Lead nurturing will help you build relationships by being the ___________.

Lead nurturing can be defined as a way to build relationships. While building these relationships, there are key benefits to your business. Lead nurturing will help you build relationships by being the ___________.



Answer: timely, efficient, and timely approach to connecting with your leads.- Incorrect

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