True or False and Fill in the Blank
Because many consumers may be reluctance to engage in online commerce, partly because they fear that their personal information can be misused, the FTC recommends four Fair Information Practice Principles for organizations. These Principles include Notice, Choice, Access, and Security.
True
Products generally go through a life cycle (PLC) with predictable sales and profits. Put the following five stages of the traditional PLC in order of typical occurrence.
Growth
Decline
Introduction
Maturity
Product development
Product development
Introduction
Growth
Maturity
Decline
Consumer products are often classified into four groups related to types of buying decisions. Match the example with the appropriate consumer product category.
Silk Almond Milk beverage or Pokemon cards
Samsung television or AMC movie theater ticket
Blizzcon gaming convention or a Rolex watch
Prepaid funeral services or underground musical act
Specialty product
Unsought product
Shopping product
Convenience product
Silk Almond Milk beverage or Pokemon cards - Convenience product
Samsung television or AMC movie theater ticket - Shopping product
Blizzcon gaming convention or a Rolex watch - Specialty product
Prepaid funeral services or underground musical act - Unsought product
Gift-giving in business is often connected to marketing, whether as advertising, sales promotion, or marketing communication mediums. It is also complex, both in the United States and globally. In the Microsoft Vista Operating System and use of "gifts" to bloggers discussed in your textbook, determining if something is a gift or it crosses the line into bribery can be determined by evaluating it based on the three-dimensional content, context, culture framework.
True
The Pittsburgh Pirates marketing team is sitting down to determine their strategy to sell tickets for the new season. They are at the point where they are looking at their attendance data to determine who is buying tickets. They consider the ticket buying habits of families, businesses (who bring their clients to the games), college students, and young single millennials just to name a few obvious groups. Which step are they in?
Segmentation
Targeting
Differentiation
Positioning
Segmentation
Corporate social responsibility is the ethical behavior of a company toward society. It means acting responsibly toward the stakeholders—not just the shareholders—who have a legitimate interest in the business.Which of the following are examples of organizations engaging in corporate social responsibility? Select all that apply.
Xerox Supports Employee Volunteerism
Anheuser-Busch Wants Customers to Drink Responsibly
Haagen-Dazs Cares about Its Tiniest Suppliers (Bees)
all of these answers
all of these answers
SouthWest airlines and Apple are similar companies in that their entire focus is on satisfying customers. In doing so they believe they will earn profits through customer satisfaction. The is an example of a company with a __________________ marketing orientation.
production concept
product concept
selling concept
marketing concept
marketing concept
Match the example with the appropriate price discounting strategy.
Calico Corners offers a 15 percent discount on fabrics to interior designers who are creating designs or products for Calico customers
Rollier's Hardware reduces the price of gas grills when consumer interest in summer grilling is ending
Home Depot and Lowe’s offer a contractor discount to customers who buy more than $5,000 worth of goods
Microsoft offers a reduced price when a consumer purchases Microsoft Word, Excel, Powerpoint, OneNote, and Outlook together in the Microsoft Office Suite
Price bundling
Seasonal discount
Quantity discount
Trade discount
Calico Corners offers a 15 percent discount on fabrics to interior designers who are creating designs or products for Calico customers - Trade discount
Rollier's Hardware reduces the price of gas grills when consumer interest in summer grilling is ending - Seasonal discount
Home Depot and Lowe’s offer a contractor discount to customers who buy more than $5,000 worth of goods - Quantity discount
Microsoft offers a reduced price when a consumer purchases Microsoft Word, Excel, Powerpoint, OneNote, and Outlook together in the Microsoft Office Suite - Price bundling
Correctly match the following segmentation strategy.
GPAC Artsburgh Flex Pass is targeted to the metro Pittsburgh area where the majority of their arts partners are located
Carnegie Science Center develops a campaign to offer special birthday celebration packages that include admission, cake and a movie
Monster Truck Jam has a core target of 12 -18 year old males
The New Hazlett Theater audience is made up of 8 different lifestyle segments. The most dominant is called "Connected Bohemians" who are midscale younger mostly without kids.
Psychographic
Geographic
Demographic
Behavioral, occasion
GPAC Artsburgh Flex Pass is targeted to the metro Pittsburgh area where the majority of their arts partners are located - Geographic
Carnegie Science Center develops a campaign to offer special birthday celebration packages that include admission, cake and a movie - Behavioral, occasion
Monster Truck Jam has a core target of 12 -18 year old males - Demographic
The New Hazlett Theater audience is made up of 8 different lifestyle segments. The most dominant is called "Connected Bohemians" who are midscale younger mostly without kids. - Psychographic
Apple prices each new iPhone launch at a high price initially. Following the launch Apple systematically drops the price lower for an 8GB model and then again for the 16GB model. This is a ___________________ new product pricing strategy.
market penetration
market skimming
trade allowance
cost-plus
market skimming
Amazon offers a line of Kindle Fire tablets which they claim are "premium products at non premium prices". These tablets are targeted to lure customers away from more expensive Apple iPad and/or Samsung Galaxy tablets. Which part of the marketing mix is Amazon segmenting?
Product
Price
Place
Promotion
Price
Sponsorship is a huge part of SAEM's business model. Sponsors are willing to pay well to attach their brand to a positive sports, arts or music entity. Sponsorships can include signage, tickets, VIP treatment and much more - so sponsorships are often complicated transactions. Which of the following best characterizes sponsorships.
C2C
B2C
B2B
B2B
When Dunkin added breakfast sandwiches to its menu, it priced them lower than Starbucks breakfast sandwiches in order to create demand for the new products. This is an example of a _______________ new product pricing strategy.
market penetration
market skimming
trade allowance
cost-plus
market penetration
The Avengers is a movie brand owned by Marvel Studios, LLC and a subsidiary of the Walt Disney Studios. Which of the following brand development strategies best captures how the Avengers movie brand is used?
"No Brand"
Private Label
Component
House of Brands
House of Brands
Washington Wild Things is a minor league baseball team located about a half hour south of Pittsburgh in Washington County. Appropriately identify their sources of research.
Gathering audience survey data at the entrance
Tapping into their own Frontier League attendance data
Using Washington County census data
Conducting a focus group with their season ticket holders
Primary – qualitative
Primary - quantitative
Secondary
Gathering audience survey data at the entrance - Primary - quantitative
Tapping into their own Frontier League attendance data - Secondary
Using Washington County census data - Secondary
Conducting a focus group with their season ticket holders - Primary – qualitative
YouTube is looking to tap into the fact that a large percentage of their audience doesn't watch traditional TV - they watch YouTube. In doing so they are creating categories of their own audience such as light TV viewers, medium TV viewers and heavy TV viewers based on the amount of time these segments spend viewing traditional TV. YouTube is segmenting their audience _____________ using __________.
demographically, gender
psychographically, lifestyles
geographically, occasions
behaviorally, usage rate
behaviorally, usage rate
Organizations that operate with ethical marketing behavior typically engage in which of the following?
Adjust customer feedback to be favorable when it is unflattering
Follow marketing practices that are fair and legal
Do not disclose mistakes
Sensationalize newsworthy matters to promote its brand
Follow marketing practices that are fair and legal
Digital marketing research tools have revolutionized data collection, making it effective and less expensive. However there are some issues of self selection bias. Identify which of the following are considered self selection bias.
Individuals deciding not to participate
Lack of feedback from people who are not online
all of these answers
Less participation from individuals who are aren't online as often
all of these answers