Marketing Final

1.     Isabela wishes to sell an heirloom diamond ring she recently inherited from her aunt, Floriana. She lists the necklace for sale on eBay, with a reserve (minimum bid) price of $7,900. Isabela is unsuccessful in selling the necklace on eBay because no bidder meets or exceeds the reserve price. Has Isabela marketed the necklace?

Yes, because marketing can occur even if an exchange does not occur.

1.     Fade 2 Blue is a clothing retail chain with stores located in major indoor shopping centers and outlet malls. Fade 2 Blue’s products appeal to customers who enjoy dressing in the latest denim and casual fashion. Its sales associates are trained to deliver a high level of customer service, offering suggestions on sizing, selection, and putting outfits together. In addition, associates assist with after-the-sale service and can handle returns and provide money back or store credit if a customer does not have their sales receipt. Fade 2 Blues’ sales associates are demonstrating their ability to do what is necessary to assure customer satisfaction and loyalty because they have the authority to personally and immediately solve customer problems. This is known as what?

Empowerment

1.     Henry Ford, the founder of Ford Motor Company, once reportedly said that a customer could have any color of Model T Ford they wanted “so long as it is black,” meaning that the automobile would be offered in only one color regardless of consumer choice. This policy began in 1914, the first year Ford implemented a new moving assembly line in the company’s production facilities. Black paint was the least expensive paint color, and using only one color made the assembly line process more efficient. Which marketing management philosophy best applies to Ford’s automobile assembly line technique and “one color only” approach to production?

Production orientation

1.     Valhalla Pharmaceutical, Inc. (Valhalla) manufactures a prescription antibiotic and has been accused of using aggressive marketing tactics to increase sales. Valhalla has employed sales representatives who meet individually with a variety of physicians and pharmacists to encourage the prescribing of the brand, which is priced higher than similar medications. Based on this information, Valhalla has embraced which type of orientation as a marketing management philosophy?

Sales

1.     Nzinga recently did a Google search for recommendations on a fuel-efficient, electric, or hybrid automobile, and Nzinga noticed when he checked his Instagram and Pinterest accounts, there were now “pop-up” advertisements for various brands of vehicles like those the Google search revealed. The information about Nzinga that Google, Instagram, and Pinterest are utilizing to show him these advertisements is known as what?

Big Data

1.     BedJet manufactures and sells a heating and cooling system that can be attached to any bed, allowing those sleeping on the mattress to maintain a comfortable temperature, avoiding being too hot or too cold. The company developed its products based on insights from customers who were tired of night sweats or being too cold. BedJet products have been designed based on customer needs, such as its Dual Zone product that accommodates couples who may desire different sleeping temperatures. Which marketing management philosophy best describes BedJet?

Market orientation

1.     Josefina and Else are purchasing their first home and reviewing the terms of a 15-year mortgage with their lender, Marius, at First Union Bank. Marius reviews the amount of the loan, the interest rate, the total amount of interest they will pay over the course of their loan, and the total amount of money that will be paid over time. Marius is required to provide this information, as it is federally mandated as part of the Truth in Lending Act that was passed in 1968 to protect consumers. By providing this information to Josefina and Else, Marius is acting in which manner?

Legally

1.     Adrian is an account executive for a paint company. He typically meets with home builders and contractors to discuss wall finishes in their new or remodeled homes. One builder, Robbie, confidentially mentions that he has just received a contract from a developer to build five homes in a new subdivision. Adrian’s is surprised to hear this since another client of his, Inge, had expected to receive the contract. After meeting with Robbie, Adrian sends Inge a text message with the news about Robbie receiving the contract. Which of the following best explains this interchange between Adrian, Robbie, and Inge?

Adrian has committed an ethical violation.

1.     Volkswagen, a German motor vehicle manufacturer, is concerned about the effects of climate change and how the use of fossil fuels is contributing to these changes. As a result, Volkswagen recently announced plans to invest $193 billion to make every fifth vehicle it sells electric by 2025. Which ethical theory best describes Volkswagen’s decision to focus on electric vehicles?

Utilitarianism

1.     Maricela Ramirez is the chief executive officer of a major hospital. Maricela believes in the importance of transparency, honesty, and cultivating trust through collaboration, and all members of the hospital must act in ways that demonstrate caring and compassion to patients. It is well known that medical errors occur in the hospital setting, but no federal law requires that patients be informed if an error has occurred. Despite this, Maricela has established a hospital policy that mandates disclosure of medical errors to patients and/or their families as soon as possible after they occur. Which ethical theory best describes Maricela Ramirez's decision, in her capacity as chief executive officer, to mandate disclosure of medical errors?

Virtue ethics

1.     Big Lots is an American furniture and home decor retailer headquartered in Columbus, Ohio. For the last several years, Big Lots has supported “Go Red for Women,” the American Heart Association's movement to help women live longer, healthier lives. Heart disease is the leading cause of death in women. Each year, during the month of February, which is designated as American Heart Month, customers can donate at registers in any Big Lots store to support the fight against heart disease. Every dollar raised supports education, research, and professional training to improve women's heart health. In 2020, the Big Lots Foundation announced that it would match online donations made on National Wear Red Day up to $333,333 each year through 2023. Big Lots' association with the American Heart Association's “Go Red for Women” campaign is an example of which type of marketing?

Cause-related

1.     Royal Flush Plumbing is a small, independently owned business providing plumbing services to residential and commercial customers. The company recently received B Corp certification. It also funds a scholarship at the local community college for students to complete their educational requirements to become plumbers. Royal Flush Plumbing’s commitment to trade education in its local community is an example of which type of sustainability?

Social

1.     The Pittsburgh Steelers are a National Football League (NFL) team based in Pittsburgh, Pennsylvania. Like all professional sports teams, the Steelers derive a significant percentage of their total revenue from selling a wide variety of merchandise (hats, shirts, coats, etc.) to their devoted fan base. Fans of the Pittsburgh Steelers represent which concept?

Target market

1.     The Wegmans grocery store chain operates over 100 stores in the United States and continues to grow. Like many grocery stores, it is trying to respond to changes in the external environment and now offers Instacart, a service allowing customers to shop online and receive delivery within an hour, depending on their location. Wegmans believes the added convenience and time-saving aspects of grocery delivery will lead to greater customer satisfaction, increased revenues, and profitability. Wegmans is responding to which factor of the external environment?

Consumer

1.     BMW recently increased the prices of its new automobiles to reflect an increase in the costs of raw materials and component parts the company uses in production. BMW is concerned that the increased prices of its vehicles will negatively impact consumer demand because income growth has not grown in proportion to the rising costs of production. BMW is seeing how which factors of the external environment impact its business?

Economic

1.     Franklin Restaurant Equipment Corporation imports coolers and freezers from China that are used in the restaurant and hospitality industry. The company typically orders container loads and must consider travel time because the product arrives by ship, which typically takes several weeks. The company benefits from using imported Chinese products because its profit margin is higher than it would be if it had to purchase products made in the United States. This example demonstrates the impact of which type of competition on firms supplying the restaurant and hospitality markets?

Global

1.     Kal-El is interested in purchasing a new car and is considering some type of sport utility vehicle (SUV). He enjoys outdoor activities such as bicycling, hiking, camping, and kayaking. Kal-El wants a vehicle that can accommodate his outdoor activity equipment. After conducting some online research and visiting dealerships, Kal-El has narrowed his decision to three brands: Subaru, Nissan, and Kia. Each company offers distinct product features, but Kal-El is especially interested in Kia because it warrants its vehicles for 100,000 miles. This example demonstrates the impact of which factors as part of the external environment?

Competitive

1.     Izar is a first-year university student. In his Principles of Economics course, Izar’s professor has opined that the best way to determine economic performance for a particular country is based on the total market value of all final goods and services produced in that country for a given time period. The measure of economic activity to which Izar’s professor is referring is known as what?

Gross Domestic Product

1.     Ozark Glass is located in Springfield, Missouri. In its strategic plan, the company anticipates that within the next five years, its percentage of total sales originating from outside the United States will increase from 20 percent to 60 percent. Ozark Glass has what type of vision?

Global

1.     Remote geographic locations such as the Bahamas must rely on imported goods because the country cannot produce everything it needs. However, the Bahamas is well known for its cigars and rum, which are exported around the world. This example illustrates which principle?

Principle of comparative advantage

1.     Four Roses produces bourbon in Kentucky. It has a growing export business due to the global popularity of the beverage. Some countries, such as China, impose tariffs on bourbon produced in the United States to strengthen their own domestic brands. What is this strategy known as?

Protectionism

1.     Adrian works for a German company that provides components for automobiles. They are preparing for a trip to China to meet with car manufacturers and had a short training session on business etiquette. One recommendation offered in the session concerned the exchange of business cards. According to the presenter, the exchange of business cards is a much more formal process in China; for example, it is important to use two hands when presenting a card to another person. Adrian is learning about the importance of what in global business?

Culture

1.     Raman recently purchased a vacuum cleaner for his apartment. Raman based his purchase decision exclusively on the fact that his old vacuum cleaner was broken, and he needed a new one to clean the carpet. When Raman purchased the new vacuum cleaner, he gave no consideration to the manufacturer, the brand, or any promotional efforts (for example, advertisements) made by the manufacturer. Raman’s purchase was based on which type of value of the product?

Utilitarian

1.     Katya likes to eat healthy foods. She recently did some online shopping to purchase a high-speed blender to make smoothies, soups, sorbet, and other whole food-based recipes. Katya compared several brands, such as the Ninja Professional ($120), Vitamix ($300), and Kitchen Aid Classic ($65). Katya decided to purchase the Ninja Professional and was pleasantly surprised at how well it blended spinach, apples, cucumbers, soy milk, and ice when making her morning green smoothie. Katya made her choice because of which type of value of the Ninja?

Perceived

1.     Charline has owned and operated The Poplar Panoply, a dress shop in San Antonio, Texas, for the past twelve years. Over the course of those years, Charline has become increasingly aware of the influence culture and values have on consumer purchase decisions. Which of the following is false regarding culture and values and their impact on consumer decision making?

A culture is indivisible, and as such, it cannot be divided into subcultures

1.     Leopold was shopping at H&M for jeans. He noticed a sign near the plain T-shirts that advertised “buy one, get one half off.” Because he often wears plain T-shirts, Leopold spontaneously decided to purchase a white shirt and a black shirt. The sign served as what to influence consumers to make impulse, or unplanned, purchases?

A nudge

1.     Charlotte, a 45-year-old mother of two, recently purchased a new Mazda MX-5 Miata convertible sports car. The purchase price was $45,320. The first week or so after the purchase, Charlotte felt great about her decision to purchase the Miata. She had never owned a sports car before, and the look and feel of the Miata made her feel young again. However, Charlotte later began to regret her decision. After all, she had always considered an automobile nothing more than a way to get “from point A to point B,” and she feared that with her oldest child nearing college age, she would not have enough savings to pay for tuition. In her purchase of the Miata, what is Charlotte experiencing?

Cognitive dissonance

1.     Agile Fit is an independently owned CrossFit fitness studion, and it is currently struggling to identify its market opportunity. The owner, Lisbeth, received her degree in sports physiology but has never taken any business courses. Lisbeth has recently been doing some research about market segmentation and has learned that with a marketing segmentation strategy, Agile Fit might benefit. Which of the following is one of the benefits for firms that use market segmentation?

Market segmentation helps marketers define customer needs and wants more precisely.

1.     Sophie is considering expanding her women’s fashion boutique, Miss Fashionista, to include clothing for expectant mothers. Sophie is unsure, however, whether Miss Fashionista’s geographic market has enough women who are pregnant to justify the expenditures associated with expansion. Furthermore, she has heard that the birth rates are down across the United States. Which criterion for successful segmentation is of greatest concern to Sophie?

Substantiality

1.     Gamelandia is a video game retailer located in Portland, Oregon. Sakchai, Gamelandia’s owner, understands the importance of conducting marketing research, and as a component of the research process, he segments the video gaming market demographically according to age, occupation, and income. In this case, Sakchai is using age, occupation, and income as what?

Market Segmentation Descriptors

1.     Zen Lens is a manufacturer of premium sunglasses. It is considered a top brand. The glasses are sold directly through the company’s website and resellers such as Sunglass Hut. The company’s website features a browsing menu titled “Activity,” where customers can shop the sunglass line by activities such as golf, fishing, running, hiking, tennis, and water sports. Zen Lens is using these activities as a segmentation approach to appeal to customers who enjoy these various activities by providing specific models of sunglasses to “fit” each activity. Zen Lens is using which type of segmentation?

Psychographic

1.     Eddie Bauer has 275 store locations across the United States. It utilizes a sophisticated, data-driven approach to identifying the styles and selections that each of the stores will offer, dividing the country into eight distinct regions such as the west coast, west north central, east north central, and south Atlantic. Each region contains two or more states; for example, the west south-central region includes Texas, Oklahoma, Arkansas, and Louisiana. Eddie Bauer believes each state within a region is relatively similar in terms of climate, so the chain can determine styles that are best suited to those temperatures and weather patterns. For example, those living in the northeast or midwest would have a greater need for winter parkas than consumers in the west or east south-central regions. Based on this example, Eddie Bauer is using which type of segmentation?

Geographic

1.     The Pew Research Center recently published a report that noted that the majority of American workers are employed in the service sector. Specifically, "Among the major service-industry sectors, the biggest was trade, transportation, and utilities (27.8 million workers), followed by education and health services (24.3 million), professional and business services (21.5 million), and leisure and hospitality (16.7 million)." This is an example of which role of marketing research?

Descriptive

1.     Aldi, a grocery retailer, is using market testing in select cities around the country to measure consumer response to curbside pickup. As they do with other retailers, consumers order items from Aldi online and schedule a pickup time to retrieve their items. Based on preliminary results, Aldi estimates that the addition of curbside pickup will lead to a 15 percent increase in store sales, especially in suburban and higher income locations where shoppers are willing to pay extra for convenience. In this example, Aldi is capitalizing on which role of marketing research?

Predictive

1.     GameStop operates more than 5,800 retail stores across the United States and 14 countries. It offers a free PowerUp Rewards program that allows customers to earn points and discounts on purchases. Customers can also pay $14.99 per year for a Pro membership that offers additional benefits. More than 55 million people are members of GameStop's Rewards program, providing the company with lots of information about each member's purchasing history, such as the types of products purchased, amount spent per transaction, frequency of shopping, equipment trades, and returns. Which of the following terms best characterizes the information that GameStop owns related to its PowerUp Rewards program?

Secondary data

1.     Albertsons operates more than 400 grocery store locations across the country. The chain is interested in determining the category of product that is best suited to promotions at end-of-aisle displays. Albertsons selects 25 stores in different geographic areas and varies the types of products it features for two different end-of-aisle displays in each store. Albertsons measures the sales for each product category tested and compares the sales during the end-of-aisle display promotion to the baseline sales. Using this comparison, Albertsons can determine whether any change in sales was observed as a result of the promotion. Which type of research method did Albertson's use?

Experiment

1.     American Express is a multinational financial services corporation that specializes in payment cards. The company has over 121 million customers who carry its credit card. American Express is interested in learning more about its customers’ perceptions of card benefits and associated partner companies, so it is launching a research study. The company plans to use a sampling method in which each person who has an American Express credit card has a known statistical likelihood of being selected to participate in the study. Which sampling method will American Express use?

Probability

1.     Audi, a German automobile manufacturer, commonly places four intertwining rings on the grills of its cars. These rings symbolize the amalgamation in 1932 of four previously independent motor vehicle manufacturers: Audi, DKW, Horch, and Wanderer. Audi’s four intertwining rings are referred to as which of the following?

A brand mark

1.     Next week, Constantine will be taking a much-needed vacation to the Outer Banks of North Carolina. In preparation for the trip, Constantine has composed a shopping list, and on the list are breakfast cereal, bottled water, toothpaste, and rope for hanging a hammock. These items are classified as which of the following types of products?

Convenience

1.     Romana is 45 years old. She recently met with her financial planner to review her contributions to her Roth IRA, a retirement account. The financial planner mentioned to Romana that she should consider purchasing long-term care insurance because a high proportion of consumers will likely spend one to two years in a nursing home or assisted living space before the end of their lives. The financial planner said that premiums usually increase after age 50 and that there were several good plans Romana should consider. Romana was somewhat familiar with the concept of long-term care insurance, but she had never thought about purchasing the product. For Romana, long-term care insurance would be which of the following types of products?

Unsought

1.     Yoplait offers a variety of different single-serve yogurt cups in flavors such as strawberry, blueberry, chocolate, banana, and key lime pie. Yoplait also offers another product line of yogurt products called Go-Gurt, which is marketed for kids and served in long tubes. Parents that purchase and enjoy single-serve cups for themselves are likely to purchase Go-Gurt for their children. What benefit does Yoplait receive by using product lines?

Equivalent quality

1.     Nestlé is a Swiss multinational food and drink processing company perhaps best known for its chocolate. Nestlé has used the phrase “sustainably sourced cocoa beans” on its packages of chocolate bars. However, the company has been accused of contributing to deforestation in West Africa. If true, Nestlé may be using which of the following to give the impression that it is environmentally friendly, even though it may be causing harm to the environment?

Greenwashing

1.     KFC experienced a rough start in the Chinese market when it translated its popular tagline, "finger-lickin' good," into Chinese characters meaning, "eat your fingers off." This example demonstrates the importance of pursuing which of the following types of global strategy

Adaptations and modifications

1.     Brielle, an engineer by profession, is a self-avowed consumerist and “techie.” She is particularly interested in innovative, new-to-market products. Brielle was the first person in her neighborhood to own a “smart” television, and she is always the first person in line when the newest version of the iPhone is offered for sale. Based on the information presented, Brielle is in which category of new-product adopters?

Innovators

1.     Starbucks is now selling Cookie Straws in grocery stores across the United States. Starbucks describes the product as a toasted rolled wafer cookie filled with a luscious layer of rich, dark chocolatey sweetness. Cookie Straws are the first “cookie” product offered by Starbucks with placement in the cookie and cracker aisle. Which type of new product are the Cookie Straws?

New-product line

1.     BMW has announced changes to its 3-series models for the upcoming year. The changes include reduced weight, improved aerodynamics, and enhanced driving dynamics. In addition, consumers will have the option of purchasing the vehicle with or without all-wheel drive. How would you classify BMWs 3-series vehicles?

Improvements or revisions of existing products

1.     Lay’s potato chips hold a contest called “Do Us a Flavor,” in which customers pitch new flavor combinations of the popular Lay’s potato chip for the chance to win $1 million. Contestants submit flavor ideas on the “Do Us a Flavor” website. They choose a catchy title, select up to three ingredients, create a quick pitch, and design the bag. What stage of the new-product development process is described by this stage of the Lay’s contest?

Idea generation

1.     Gessica is a new-product development engineer with Merch Makers, a company specializing in display solutions for retail outlets. Gessica and her team have created a new product called Fresh Shelf. It has removable antimicrobial tiles that can be cleaned in a dishwasher. The product is now available to grocery retailers throughout the country for fresh produce displays, such as lettuce, that may be prone to bacteria formation. What stage in the new-product development process best describes this example?

Commercialization

1.     Raman lives in Houston, Texas, and is excited to try McDonald’s new jalapeño salsa breakfast sandwiches. These sandwiches come in either biscuit or muffin varieties, with bacon or sausage as the meat options. The sandwiches are topped with a slice of white cheddar cheese, eggs, and a jalapeño salsa concoction. Raman asks a store employee about the item and learns that the product is only available in Houston at select McDonald’s locations. Which stage in the new-product development process does this scenario describe?

Test marketing

1.     Sharma Automotive is owned by Naveena and Akash Sharma. Sharma Automotive specializes in pre-owned imported automobiles. Akash is the office manager, and Naveena is responsible for managing the sales force and purchasing vehicles to be sold by the company. Sharma Automotive is classified as which of the following types of retail businesses?

Independent

1.     Mitra absolutely loves shopping at T.J. Maxx, a retail chain featuring stylish apparel, shoes, accessories, and housewares. She particularly appreciates the deals on brand-name items, as T.J. Maxx offers heavy price discounts compared to other retailers. In fact, Mitra finds that T.J. Maxx prices are 25 percent or more below traditional department store prices. What type of in-store retailer is T.J. Maxx?

Off-price retailer

1.     Sheena recently opened a Kumon Math & Reading Center in New York City. Sheena paid $125,000 for the right to use the Kumon name and to have access to business and marketing materials. Sheena is excited about being her own boss and believes the upfront investment and monthly royalty fees will help her business succeed. Sheena’s Kumon Math & Reading Center is classified as which of the following types of retail businesses?

Franchise

1.     Maia recently became a consultant for Norwex, a company that sells chemical-free cleaning products and microfiber cloths that are used with water. Maia is an independent contractor and receives commissions from her sales. Maia typically makes presentations to prospective customers in the home of a host who invites friends to sample Norwex products. What type of nonstore retailing is Maia using to sell Norwex products?

Direct retailing

1.     Bernhard is an inside sales representative with Atlantic Windows. Bernhard works weekdays from 3:00 p.m. until 9:00 p.m., and he contacts potential customers via telephone at their homes. Bernhard begins his call by asking whether the person owns their home and whether they would like to consider energy-efficient windows or siding. Bernhard is using a type of nonstore retailing known as which of the following?

Telemarketing

1.     Ravi works as an account representative for Red Bull, a brand of energy drink. Ravi partners with restaurants and bars to promote the product. Ravi can give bar owners a small countertop refrigerator to keep their Red Bull product cold when they place an order for five cases of product. Ravi also distributes hats and T-shirts featuring the Red Bull logo for special events at local clubs. The hats, shirts, and refrigerator are examples of which of the following elements of the promotion mix?

Sales promotion

1.     Coca-Cola is one of the most well-known brands in the world, and its success is due in part to its careful coordination of all its promotional messages—traditional advertising, direct marketing, social media, public relations, sales promotion, and other communication—for its wide array of products to ensure the consistency of messages at every point at which the company has contact with consumers. Coca-Cola’s strategic coordination of all its promotional messages is a testament to its effective use of which of the following?

Integrated marketing communications

1.     Renata enjoys going to the movies and especially likes seeing the trailers for movies that are coming out soon. These trailers attempt to gain the interest of theatergoers and build excitement for the upcoming movie. They are considered to be which of the following types of communication?

Mass

1.     Taco Bell recently announced it was debuting a new menu item. Commercials for the new product feature the item and state the product will be available in stores at the end of the month. The primary goal of this promotional message is to do which of the following regarding the target audience?

Inform

1.     Riya recently saw an advertisement for the allergy medication Zyrtec. The ad mentioned that Zyrtec provides relief for indoor and outdoor allergies. The advertisement ended with a list of stores where customers could purchase Zyrtec. This is an example of a promotion designed to do which of the following regarding the target audience?

Remind

1.     Alexandria often watches television late at night. Last night, Alexandria saw an advertisement for Meguiar’s Hybrid Ceramic Wax. It says, “Spray on. Rinse off. Protection and durability . . . beyond conventional car wax. Ceramic made easy.” The spot is visually appealing and shows the simplicity of the process and the customer standing back and saying, “Wow!” This is an example of a promotion designed to do which of the following regarding the target audience?

Persuade

1.     Amazon has a series of related advertisements showcasing its Echo product across a variety of channels, such as television, social media, and direct email to consumers. Amazon created more than one hundred 10-second spots, each with a funny question or request for Alexa. Amazon’s series of Echo advertisements is an example of which of the following?

An advertising campaign

1.     The Menards, a home improvement retailer, typically features specific products in its television and newspaper advertising. Recently, it offered a special on General Electric (GE) light bulbs. Menards receives funds from GE to support the advertising of GE’s products. The arrangement between Menards and GE is known as which of the following types of advertising

Cooperative

1.     The Pork Producers Association of America often utilizes advertising to increase the consumption of pork products. In the past, outdoor boards, magazines, and television advertisements used the slogan “Pork. The other white meat.” Today, the ads include new, original music with the song “Make it Like This!” and showcase creative, delicious pork dishes. The Pork Producers Association of America’s advertisements are examples of which of the following types of advertising?

Institutional

1.     Patagonia, an outdoor clothing company, has been a vocal supporter of environmental causes. Recently, it invested $700,000 in a minute-long television advertisement featuring its founder, Yvon Chouinard, discussing the need to protect and cultivate America's public lands and questioning recent policy decisions allowing private companies to develop public lands. Patagonia’s advertisement is known as which of the following types of advertising?

Advocacy

1.     The Food and Drug Administration has recently approved a new portable heart monitoring device called KardiaMobile. It consists of a device and an app that enable consumers to record and review electrocardiograms (EKGs) anywhere, anytime. The device attaches to the back of most iOS and Android devices and communicates wirelessly with the free KardiaMobile app. KardiaMobile uses television advertising to demonstrate how simple and easy the device is and how it helps consumers with health conditions such as atrial fibrillation. KardiaMobile is the first to introduce EKG monitoring for the consumer market. KardiaMobile’s television advertisements are classified as which of the following types of advertising?

Pioneering

1.     In a press release, the Stephen and Ayesha Curry Foundation announced a STEM (science, technology, engineering, and mathematics) scholarship program for young women from the San Francisco Bay Area. The Foundation has committed to selecting candidates who have demonstrated an "aptitude for overcoming adversity, catalyzing change within (their) community and exhibiting excellence in a STEM-related field of study.” Through its press release, the Stephen and Ayesha Curry Foundation is seeking which of the following for its charitable work?

Publicity

1.     Popeyes, a chain of fried chicken fast food restaurants, uses the catchy jingle “Love that chicken from Popeyes” to create a favorable image of its restaurant chain. Its television advertisements feature photos of hot, juicy chicken and smiling team members ready to serve customers. Popeyes is using which of the following types of advertising to influence consumers to visit its restaurants?

Competitive

1.     Jaylen is the social media manager of an electronics store chain. Jaylen believes social media enhances relationships and brings customers and brands closer. Which of the following that social media fosters may be considered a fifth “P” of marketing?

Participation

1.     Antonia has a one-year-old goldendoodle dog who eats grain-free dog food. Antonia typically purchases this dog food from Amazon and likes the convenience of using the Amazon software she downloaded from the Google Play store for Android devices. She just clicks on the Amazon logo and can shop, order, review past orders, and track shipments. The Amazon smartphone software is an example of which of the following types of mobile marketing?

A smartphone application (app)

1.     Hakim is a social media consultant and recently met with a new client. Hakim explained the basics of social media marketing and stressed the importance of starting with which of the following?

A marketing plan

1.     Sari is an avid user of Snapchat. Sari loves using Snapchat to send pictures and short videos to their friends and family members. Snapchat is known as which of the following?

A media-sharing site

1.     Catarina is the marketing manager for a local Ford dealership. Catarina assists the dealership in its internet marketing efforts and uses Google Alerts and Social Mention to notify her if the dealership is criticized or receives a negative review. Catarina also routinely scans the dealership’s Facebook page for negative and positive customer reviews. Catarina’s efforts to identify and assess what is being said about a company are known as which of the following?

Social media monitoring

1.     Ronen works as an electrical engineer and is concerned about privacy issues. Ronen does not use any apps for social media and believes the privacy risks outweigh any benefits he might receive. According to Forrester Research, Ronen would be classified as which of the following based on his social media usage?

Inactive