Which of the following is one of the largest factors stressing out marketers these days?
The pressure to show results
In a marketing exchange, a customer _____.
expects to pay
Which of the following is defined to be an exchange between a firm and its customers?
marketing
The marketing framework can be used when one is _____.
working on a case for class
Great marketing is based on which of the following types of laws of human and organization behavior?
Economic and psychological
Which of the following is part of STP?
Positioning
The question, “Will customers want what your company is prepared to produce?” best describes _____.
product
Marketing can make customers happier, which makes companies _____.
more profitable
The central players in the marketing exchange are the customer and _____.
company
Due to marketing’s success in business, management gurus believe that the role of marketing in a company is _____.
a way to think about business
If a company’s mindset is, “Let’s build a better mouse trap,” marketers are focused on ____.
product
Communicating a product’s benefits clearly to the intended target customers occurs during which of the following?
Positioning
Rani is the Chief Marketing Officer of ABC Company. What is her role after ABC’s recent coupon promotion?
Estimate the effectiveness of the promotion
Which of the following provides a systematic way to think about marketing?
Marketing framework
Fundamentally, the best marketers put themselves in the place of their _____.
customers
Advertising’s goal is to enhance _____.
brand image
The outcome orientation perspective of ethics is called _____.
consequentialism
Which of the following questions should Noah ask first when she conducts a situational analysis?
What are my company’s strengths?
Accounting and finance need to acknowledge the importance of marketing because _____.
the CEOs do
The ethics orientation toward fair process is called _____.
deontological
If you are not in the market for a new house, you will most likely _____.
ignore ads for new houses
Which of the following is NOT an example of design?
Pleasant smell
The baby boomer generation is societal minded, so we might expect to see large-scale _______.
altruism
Which of the following types of music should be played in a retail store to encourage consumers to spend more?
Energetic
China’s rising economy is creating a large demand for _______.
luxury goods
The promotion for a high-involvement purchase will have a lot more _________.
information associated with it
Ivan Pavlov with his salivating dogs is an example of which of the following types of learning process?
Classical conditioning
Khia is considering buying a new car. It’s important to her that the car has Bluetooth. If the car she looks at doesn’t have Bluetooth, then she will not consider it for purchase. This is an example of which of the following types of mechanisms?
Non-compensatory
Which of the following elements is considered characteristic of a social class?
Family background
Creating well-designed products is the predominant way of conveying brand imagery through ________.
touch
The purchase types are different because _____.
of the differences in the mind of the customer
During the purchase phase for new skis, Lewis creates which of the following based on his skiing ability and price?
Consideration set
When do consumers want to learn more about a product?
When consumer involvement is high
A straight rebuy, like when the office needs more paper, is common for which of the following type of customers?
B2B
Why is Dell’s darker, deep blue color trademarked?
the blue color is well associated to Dell’s brand
A customer loyalty program for high-involvement products would take the form of ___________.
brand communities
When an ad is shown for such a short time that it doesn’t meet the threshold of consciousness, it is called _________.
subliminal
Which phase of the purchase process generates word of mouth?
Post-purchase
Why do people who work the cosmetic counters in department stores wish to spray you with perfume?
To appeal to your sense of smell and make you remember the product
Consumers are willing to spend so much more for a Harley than a Honda motorcycle because of the _________.
distinct sound of a Harley