Exam 13: The Art and Science of Marketing

Businesses use ________ to classify people by focusing on why they behave the way they do by examining such issues as brand preferences,media preferences,values,attitudes,self-concept,and opinions.

________ refers to the creation and sharing of product-related information among customers and potential customers.

The advertising campaign for Fort Wayne,Indiana,is based on the slogan "Room for Dreams." The city uses this logo to attract businesses and visitors to the city; it also encourages Fort Wayne businesses to incorporate "Room for Dreams" into their marketing campaigns.This would be an example of ________ marketing.

Yummy Times,a canned soup manufacturing firm,uses advertisements that highlight new ways in which their customers can use Yummy Times canned soups,such as in casseroles or as sauces.The firm aims to get its existing customers to buy more of its products.This strategy is known as ________.

Bell & Rubio,a camera manufacturing company,hires actors in different cities to approach strangers and ask them to take their picture with a Bell & Rubio camera.The actors strike up conversations with people,tell them about the advantages of the camera,and encourage them to buy one for themselves,without informing them that it's an advertising campaign.In this example,Bell & Rubio uses which of the following strategies?

An e-commerce website allows visitors to sign up for specific content streams with the promise that they won't be bombarded with information they don't care about.This is an example of ________.

Unlike surveys,focus groups ________.

Which of the following is TRUE about concentrated marketing?

Sterling Fashions,an apparel manufacturer,sells women's clothes and fashion apparel in its stores across the U.S.and Canada.Following extensive market research,the firm decides to manufacture and sell women's footwear and designer handbags in its existing markets.In this example,Sterling Fashions uses which of the following strategies?

Lifestyle Apparels Inc.,an international fashion and apparel manufacturing and selling company,divides its target market segment into groups based on the climatic conditions of the locations where the customers reside.This enables the firm to offer products that are suited to the climatic conditions of the place where the customers reside.In this example,Lifestyle Apparels Inc.uses which of the following strategies?

Consumer purchasing differs from organizational purchasing in that consumer purchasing ________.

Compare and contrast marketing concept with product and sales concept.

________ consists of the four key elements of marketing strategy: product,price,distribution,and customer communication.

Which of the following can be cited as an example of geographic segmentation?

When you segment a market using demographics,you subdivide your customers according to characteristics such as their ________.

Consumers make all kinds of decisions that are hard to explain by any rational means.

Ethnographic research refers to research that measures brain activity while customers are viewing or interacting with product,Web site,or other elements.

At one time or another,all consumers suffer from cognitive dissonance.

Market share can be defined by either number of units sold or by sales revenue.

Before you decide to purchase a new laptop,you ask some friends and coworkers which model they have purchased and how pleased they are with its performance.This influence factor is known as ________.