MKTG360 - EVERYTHING

In the context of consumer behavior (CB), the interactions between customers and the wait staff of a restaurant are called _____.

attributes

liabilities

process nodes

touchpoints

touchpoints

Unlike qualitative research, quantitative data are not researcher dependent.

True

False

T

Cognitive psychology is helpful in understanding how consumers process information from marketing communications such as advertisements.

True

False

T

In the context of consumer behavior (CB) and marketing strategy, a product is a sum of its attributes.

True

False

F

FittingTrends is a women's clothing line dealing exclusively in stylish clothing and flattering fits for plus-size women. Which of the following marketing plans does FittingTrends follow?

Cause marketing

Scarcity marketing

Close range marketing

Niche marketing

Niche marketing

A need is a specific desire that spells out a way a consumer can go about addressing a recognized want.

True

False

F

A consumer to consumer (peer to peer) rental transaction activity is often referred to as what type of consumption?

Multiple

Social

Productive

Collaborative

Collaborative

Social psychology deals with the intricacies of mental reactions involved in information processing.

True

False

F

Which of the following statements is true of the stakeholder marketing orientation?

Firms with this type of orientation recognize that more than just the buyer and seller are involved in the marketing process.

It is a way of doing business in which the actions and decision making of the institution prioritize consumer value and satisfaction above all other concerns.

It focuses solely on the need to monitor and understand competitor actions and to communicate this information throughout the organization.

Firms with this type of orientation innovate primarily to make the production process as efficient and economical as possible.

Firms with this type of orientation recognize that more than just the buyer and seller are involved in the marketing process.

In the context of firm orientations, mass media and trade organizations are two of the primary stakeholders of a firm.

True

False

F

Unlike utilitarian value, hedonic value _____.

is a means to an end

solves problems or accomplishes tasks

can be rationally explained

is subjective in nature

is subjective in nature

EasyShop, a chain of supermarkets, recognizes that it needs to increase revenue in the face of severe budget cuts due to the weak economy. The store has decided to run a sale every month and upgrade its stock more regularly so that customers see new products every month. It is planning to offer a wider selection of brands for men and women. It is also planning to advertise on billboards, radio, and television, and in newspapers throughout the state. In this scenario, which of the following strategies is EasyShop using?

Marketing tactics

Product differentiation

Perceptual mapping

Customer value proposition

Marketing tactics

Customer Relationship Management (CRM) means each customer represents more than just a single sale.

True

False

T

Amanda and Steve wanted to open a convenience store. After conducting some research, they decided to open the store near one of the residential areas of the town that did not have any other convenience store. The people residing in the nearby residential area welcomed the idea of a store close by, and the venture was a success. Which of the following strategies did Amanda and Steve implement to start their business?

The blue ocean strategy

The cannibalization strategy

The acquisition strategy

The penetration strategy

The blue ocean strategy

PrimeAqua, Inc., is a company that manufactures and markets bodysuits for professional kayakers. These consumers are predominantly in the age group of 25-45 years. In the given scenario, the market segment that PrimeAqua, Inc., serves with a specific marketing mix is called its _____ market.

emerging

warm

target

high-end

target

Siesta, Inc., a mattress store, recently launched a new range of mattresses. According to the management of the company, these mattresses are made with advanced technology and guarantee a good sleep. However, the sales are not very promising. An in-store survey shows that consumers find the mattresses expensive and are reluctant to invest too much in a product that is new in the market. To boost the sales, the marketing team decides to reduce the price by ten percent and offer a three-month return policy. As soon as these changes are implemented, the sale of the new mattresses picks up. The reduction in the price and the offer of return policy are examples of _____.

situational influences

switching costs

marketing tactics

loyalty programs

marketing tactics

An automobile marketer is interested in studying the internal influences that affect the psychology of the potential buyers of luxury automobiles. The marketer would most likely be studying the:

cultural values of the potential buyers.

social status of the potential buyers.

attitudes of the potential buyers toward brands.

effect of acculturation on the potential buyers' perception of brands.

attitudes of the potential buyers toward brands.

Utilitarian and hedonic values are mutually exclusive.

True

False

F

Which of the following terms means the original product plus the extra things needed to increase the value from consumption?

Augmented product

Complete product

Differentiated product

Enhanced product

Augmented product

A Customer Relationship Management (CRM) system _____.

tracks detailed information about customers

deals with how the firm will be defined and sets general goals

provides information necessary for a consumer to make a buying decision

is a tool used to depict graphically the positioning of competing products

tracks detailed information about customers

Conditioning represents a type of learning because it focuses on behavioral change that occurs through a consumer's interaction with the environment.

True

False

T

In order to deal with the declining effectiveness of traditional advertising, marketers are finding unique ways to reach out to target customers. Integrating their goods with popular television programs is one such way. This type of advertising in which actors are shown using branded products is an example of _____.

product customization

product (brand) placement

selective exposure

selective distortion

product (brand) placement

A conditioned stimulus is one presented below the threshold of perception.

True

False

F

Raina is actively trying to memorize the names of different types of plants by studying flash cards with pictures of the plants next to their names. In this process, she is utilizing her _____.

procedural memory

explicit memory

episodic memory

implicit memory

explicit memory

While crossing the road, Richard gets distracted by the ring of his cell phone. Some seconds later, he becomes aware that a bike is heading straight toward him. In an attempt to avoid the bike, he moves to his right. He trips and injures his right knee. Which of the following is most likely responsible for Richard's reaction to the bike?

Orientation reflex

Just noticeable difference

Positive reinforcer

Selective distortion

Orientation reflex

Angela's oldest associate, Barbara, complained that she was bored and was thinking of looking for a different job. Instead of letting her go, Angela decided to utilize her life experience and asked Barbara if she would be responsible for organizing departmental social events and the weekly visual displays. This suggestion, giving Barbara a task she enjoyed doing, would be an example of

job enrichment.

Anna is a store manager who wants no employee input when she is making decisions about how the store should be operated. She prefers to make all the decisions by herself. What kind of a manager is Anna?

autocratic

As a(n)________ store manager, Dina treats her employees as equals and asks for their input when she is making a decision about whether to stay open late during the Memorial Day weekend, stock extra inventory for Valentine's Day, or any other decision that will directly affect them.

democratic

Maureen manages 300 employees at a Walmart Supercenter. Each day, she leads the employees in the Walmart cheer, creates excitement, and "goes the extra mile" with her employees and customers. Shopping in her store is always an enjoyable experience with enthusiastic sales help, contests, and demonstrations. Maureen is a(n)________ leader.

transformational

On payday, Jariah received her weekly salary plus 2% of each sale she made during the pay period. What is this an example of?

commission

Raoul applied for a position as a butcher's assistant at a nearby supermarket. After he completed his application, the manager showed him a video reviewing the responsibilities of an assistant to the butcher. After viewing that the video, Raoul felt sick and told the manager he didn't want the job. This screening technique is called

job preview.

The employee turnover for the custodial position at the local department store was high, and the department managers were beginning to complain to Georgia, the store manager. There was no lack of applications, and the pay was comparable to other stores, yet those who took the position stayed no longer than a week. Exit interviews revealed that employees felt the job's responsibilities were not what they expected. What is thebest method Georgia could use to reduce turnover?

Show a video to applicants about the responsibilities of the job.

What is a benefit of using realistic job previews to screen job applicants?

Decrease in employee turnover

What is the most widely used interview technique?

behavioral interview

Which of these is an intrinsic reward?

meaningful work

Karl works for a retailer deciding what merchandise will be in the store, managing inventory, and planning advertising and marketing for the merchandise. What position in the organizational structure of a retailing firm does Karl most likely have?

buyer

Ning was recognized as the best Albertons' employee of the year. His name, along with the names of other winners, is engraved on a plaque that is prominently displayed in the store. This is an example of

an extrinsic reward.

Sales are poor at the Merritt's Men's Store in Alaska, and Merritt's sales team is suffering from low morale. What will best help Merritt to motivate his sales team?

Set realistic goals and offer rewards.

On payday, Jariah received her weekly salary plus 2% of each sale she made during the pay period. What is this an example of?

commission

Sonja is a 22-year-old who has just started a job at a clothing store. She finds that her ideal working environment is different than that of her older coworkers. Which of these is Sonja least likely to appreciate?

a strict dress code

A retailer considering LED lighting versus florescent lighting, solar power versus standard electricity, and local grasses versus typical grasses for landscaping would mostly be considering________ as the objective for store design.

controlling costs

In Sammy's Surf Shop, there is a 10-foot-long surf board on legs with swimwear on it near the entrance to the department where surfing merchandise is sold. The surfboard attracts many customers into that department. This is an example of a(n)

freestanding display.

In which store would you be most likely to encounter a four-way fixture?

Dazzle, a fashion apparel store

The trade-off between ease of finding merchandise and providing a varied and interesting layout is determined by

the needs of the customers shopping at the store.

Why is it important for stores to be designed with flexibility in mind?

Retailing is a dynamic business, and retailers need to keep changing the merchandise mix offered.

________ is a measure of space productivity used by retailers.

Sales per square foot

A(n)________ creates the customer's first impression of the store's offering and is the area where retailers place their most compelling merchandise.

strike zone

As you enter Yesteryear, a vintage clothing boutique, you're aware of how inviting the store is for browsing. The lighting is from floor and table lamps. The music plays Benny Goodman music, and the air smells like the sea. The walls are covered in vintage floral wallpaper. This design that stimulates customers' senses is called

atmospherics

Customers shopping in a scented store

think they have spent less time in shopping.

End caps are used for

higher-margin, impulse, and sale merchandise.

Roberto is always looking for a bargain and frequently visits the meat department to see the markdowns for meat dated to be sold that day. He finds a signage there stating a half-price sale. This signage is an example of________ signage.

point-of-sale

Sasha is planning on renovating her kitchen. When she went into a home improvement store, she admired the various model kitchens the store had set up. Each kitchen used a different style and color scheme and allowed Sasha to consider the possible themes she could use. Which merchandise presentation technique is the store utilizing?

idea-oriented presentation

What is the effect of putting a restaurant in a department store?

More restaurant patrons means more store traffic.

When Madeline was shopping for a bridal gown, she was offered champagne by the store owner and her mother was escorted to a comfortable chair with music playing softly. This store offered

hedonic benefits.

Which location in a store is the most appropriate to place high-margin products?

right-hand side

________ helps in the prompt resolution of service issues.

Employee empowerment

________ is the perceived fairness of the process used to resolve complaints.

Procedural fairness

At Sonic Drive-In restaurant, employees are timed to measure how quickly an order is taken and delivered to customers. When employees' performance consistently meets or exceeds the norms, the restaurant manager gives them a $10.00 bonus check. The purpose of this incentive is to reduce the_______ gap.

standards

Dakari purchased a coffee maker from Amazon. As he was completing his purchase, the site suggested some brands of coffee for him to purchase. This is an example of

personalization.

Fred likes shopping at Ace Hardware because when he has a question or needs directions, there always seems to be a sales associate nearby who is happy to help him. He doesn't have to go searching for one. This demonstrates which customer service characteristic?

responsiveness

Retailers can minimize the time taken to get a problem resolved and increase customer satisfaction by

empowering the first contact employee to act quickly to solve the problem.

Rosie was upset with the service she received when she was trying to purchase a handbag at a store. First, the salesperson seemed preoccupied with a conversation with another associate. When she finally acknowledged Rosie's presence, the salesperson offered no assistance to Rosie and had minimal information about merchandise. Rosie plans to make a formal complaint to the management. What should the store manager do to recover from this service failure?

Encourage the customer to complain without interruption and then give a sympathetic response.

When Butch opened his seafood market in Alabama, he was amazed at the number of customers who asked him to clean and prepare the fresh lobster, shrimp, and crawfish they had just purchased. When setting up his store, he had not set aside a place for performing this service. Therefore, a________ gap resulted which could have been overcome by Butch through customer research.

knowledge

Which statement is true about perceived service?

Customers' perceptions of a retailer's customer service depend on the actual service delivered.

Xi-wang has shopped at several toy stores. However, he prefers The Toy Shoppe because of the broad assortment offered for different age groups. Moreover, if a particular toy is not available at the store, Xi-wang can place an order and have it delivered directly to his home at a discounted price. Hence, Xi-wang most likely feels that the service offered by The Toy Shoppe

exceeds customer expectations.

A shopper is most likely to receive standardized customer service in a

McDonald's

Chaim ordered a model fighter jet at a discounted price of $22 from a hobby catalog. However, he was charged an extra $10 for shipping charges that were not mentioned anywhere in the catalog. He decided never to buy anything from that catalog again. Due to a________, the catalog retailer lost a customer.

communication gap

Margo was paid by companies to visit their stores and complete a questionnaire about the stores' service quality. For instance, did the sales associate greet customers when they entered the store, and did they offer merchandise that complemented their purchases? Margo was

a mystery shopper.

Service excellence will occur only when the

top management provides leadership and demonstrates commitment.

Which statement is true about customer service?

It increases the value customers receive from the merchandise they buy.

Ryan and Roger work at Slick Lawn Care. Ryan is a grass cutter who works with clients of Slick on cutting their yards weekly. Each day he is given his assignment of which yards to cut, and the company provides his lawn mower. When the lawn mowers break down, Slick calls Roger. He will work on the lawn mower, and he will be paid when the lawn mower is fixed. Roger is Slick's:

Independent contractor

Jaird is always thinking about his BEST friends. In fact, he recently found an excellent deal on buying avocados in bulk. His BEST friend, Cha, works for a Mexican restaurant, and he knew Cha would appreciate his find. With this in mind, Jaird purchased 500 avocados. Cha finds out about this act of BEST friendship, and he is elated. He pays the vendor directly for these avocados. This is

Agency by ratification

Donna is DMZ Construction's chief executive officer. On the company's behalf, Donna solicits business, hires and fires workers, and handles finances. With respect to this company, Donna is most likely considered

employee

Emily is a corporate officer of Friendship Fiesta, Inc. With respect to binding this corporation to contracts with third parties, Emily is

an agent and has authority

Fed Ex hires Chad to drive one of its trucks. He reports each day to pick up his truck loaded with shipments. He wears a fed ex uniform, and he delivers the packages in the order directed by Fed Ex. He is most likely considered a(n):

agent

Warren is 17 years old. In Louisiana, he may not be

principal

Ryan and Roger work at Slick Lawn Care. Ryan is a grass cutter who works with clients of Slick on cutting their yards weekly. Each day he is given his assignment of which yards to cut, and the company provides his lawn mower. When the lawn mowers break down, Slick calls Roger. He will work on the lawn mower, and he will be paid when the lawn mower is fixed. Ryan is Slick's:

Employee and agent

With the rampant spread of the pandemic, Timmy needs to get creative with his business. He hires Sarah who agrees to act on Timmy's behalf, subject to Timmy's control, and Timmy trusts Sarah to so act. They set out the terms in a written document, which they both sign. This is

agency by agreement

Rotterdam, Inc., hires CC to buy equisite plants from various sources around the world on its behalf. In this relationship, Rotterdam, Inc. is

principal

Due to his newfound fame for dynamic online lecturing, Professor Greene has been contacted by Rob who wants to represent him in negotiating endorsement contracts. Rob is a(n)

agent

Jacob, an agent for Go Metric, Inc., enters into an unauthorized contract with ELR, Corp, purportedly on Go Metric's behalf. Go Metric does not ratify the contract; therefore, liability may be imposed on

Jacob to ELR Corp for misrepresenting his authority

Berry has moved to Los Angeles in hopes of making it big in show business. In trying to put together a deal for one of his clients, Jennifer, he informs a studio that she is interested in working with them. Jennifer is:

A disclosed principal

Louis is a restaurant entrepreneur, and he desires to expand his empire in Thibodaux. He hires Milly e to act as his agent to purchase Lin's, a local Thibodaux establishment. Louis tells Milly to only reveal that she is buying the restaurant on behalf of a third party. He has some bad blood with the owner of Lin's, and he does not want it to affect the selling price. Louis is

A partially disclosed principal

Bethany approves on behalf of Cindy -- but without authorization -- a contract with Donny to build a brand new warehouse. Cindy does not ratify the contract. Later, Donny tries to enforce the deal against Cindy. This attempt will be

completely unsuccessful

Denise drives a truck as an employee of Big Truckin' Corp. She would most likely be considered acting outside the scope of her employment if she

crashed into a car at Rouse's off duty

Nathan believes now is an excellent time to buy real estate in South Louisiana, so he grants an ordinary power of attorney to Tanner to locate potential real estate investment opportunities on his behalf. This power will terminate at Nathan's:

Death or incapacity

Avery is Executive Vice President of Benny's Building Supply Co. With respect to binding Benny's to contracts, Avery's authority

may be actual or apparent authority

Tara is a salesperson for Commons Baker, Inc. She tells Quick Mart's Manager, Nadja, that the bread she is selling her is gluten free, when Tara knows it is not. However, she desperately needs the sale. Nadja buys the bread. Liable for this misrepresentation is

Commons Baker, Inc.

Marcelle is a purchasing agent for Double H Ranch with the authority to buy cattle at a certain auction only. After the cattle are bought and the auction ends, the agency relationship terminates:

Automatically

Lisa is an agent for Big Cereal, LLC, when she executes an unauthorized contract with Great Value Oats, Inc. Upon review of the contract, it is highly advantageous to Big Cereal, and the company attempts to ratify the contract despite Lisa not having the authority to enter into it. The contract is

valid

Welsh Industries employs hundreds of people across a five-state region. These workers fit multiple categories including season, permanent, skilled, and unskilled. Under federal immigration law, Welsh can hire individuals who have not complied with federal law

under no circumstances

Whitney, Dan, and Kelly are employees at different-sized employers in different industries. Under the Fair Labor Standards Act, all employees in covered industries must be paid per hour

a minimum wage

Rachel takes temporary family leave from her job at Comstock, Inc., to care for a new baby. Assuming Rachel is not a key employee, on Rachel's return from the leave, Comstock must

restore Rachel to her same position or a comparable position

Bradley is an employee of Tiger T-Shirts, LLC. He decides that he is sick of working there, walks into his boss' office, and immediately quits. This is not a violation of any kind, as either party can terminate the employment relationship at any time for any reason without liability. With respect to the employment at will doctrine, this is

An example of the doctrine

Caliente Grill, LLC, employs hundreds of workers in multiple locations across three states. Under federal law, Caliente must provide each employee, during any twelve-month period, family or medical lave of

up to 12 weeks

Working her way through school, Holly works as a baker at Weeping Willow Café, and she earns minimum wage. In order for the minimum wage to be raised, what must occur?

Congress must pass a law that adjusts minimum wage

Jeanette is an employee of Frontier Insurance Co. Due to the size of the corporation, it is required to adhere to the federal overtime provisions. Overtime kicks in when an employee works

40 hours a week

The Family and Medical Leave Act requires employers to provide eligible employees with family or medical leave for any of the following reasons except

to go on an extended family vacation

The Fair Labor Standards Act is one of the most consequential pieces of employment legislation in the past century. What societal issues did it attempt to deal with when implemented?

- Minimum wage

- Overtime pay

- Child labor

Gouaux Law Firm provides its employees with an e-mail system. Upon hiring, the firm explains to employees that it will monitor their communication over the system. If an employee would file a lawsuit over this matter, a court would probably rule

Employees did not have a reasonable expectation of privacy