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CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing Model T cars and selling them cheaply, making the automobile affordable for a much larger proportion of the population than had previously been the case. He accomplished this by producing only one model of car and doing so cheaply and at high volumes through the utilization of assembly line manufacture. In 1923, General Motors decided to increase its market share in the automobile industry by offering, instead of just one model, as Ford did, a variety of affordable mass-produced models to meet the various differing needs of different types of consumers.
AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe, and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and users of the Transatlantic web site must register before they search for flights. Transatlantic uses this information to determine which consumers are generating the most profits for the company, which services they purchase most frequently, and which services they are potentially interested in but are not purchasing. This information is then used to make specific promotional offers to profitable customers in an attempt to retain their business and to expand the range of flight services that they purchase. Transatlantic also uses this information to provide unexpected perks to highly profitable customers, like free upgrades to first class.
The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is known as ________.
Which of the following is considered an example of consumer behavior?
When Bill orders five movie tickets online for himself and his friends for a Friday night showing of the latest action thriller, he is acting as a(n)
The term "consumer behavior" describes two different kinds of consumers: ________ and ________ consumers.
A personal consumer buys goods for ________.
________ is one of the most pervasive of all types of consumer behavior because we all act as personal consumers.
When George buys roses for his girlfriend for Valentine's Day, he is acting as a(n) ________.
Carol is in charge of purchasing at Mercy Hospital. When she puts in an order for towels for the hospital, she is acting as a(n) ________.
During historical periods when demand exceeded supply, businesses adopted the ________ orientation.
The ________ orientation in business assumes that consumers are mostly interested in product availability at low prices.
A ________ is characterized by the gearing up of manufacturing skills in order to expand production.
The production orientation makes sense for a business when ________.
The focus of the ________ was to sell more of what the manufacturing department was able to produce.
Kevin's company owns a factory that can produce 1,000 widgets per week. His primary focus is on getting consumers to purchase as many widgets as possible to ensure that he is maximizing his sales relative to his production capacity. Kevin's business is exhibiting the ________.
To respond to consumers' growing interest in products and services that were more unique and would better satisfy their individual or specific needs and preferences, companies adopted the ________.
Companies that "put the consumer first" in their business thinking and planning are exhibiting a ________.
The key assumption underlying the marketing concept is that ________.
The focus of the ________ is for marketers to know consumers' current needs, and to secure, as accurately as possible, a picture of their likely future needs.
The selling concept focuses on the needs of the ________ and on existing products, while the marketing concept focuses on the needs of the ________.
The production orientation focuses on profit through ________, while the marketing concept focuses on profits based on ________.
________ refers to the development of a distinct image for the product in the mind of the consumer.
The 4 Ps of the marketing mix are ________.
Matt's Mobile Services has designed a cell phone plan especially for tech-savvy teens who are heavy cell-phone users and live in households earning over $150,000 per year. In tailoring the plan for a specific group of consumers based on their particular needs, Matt's Mobile Services has provided an example of ________.
The process of dividing a market into subsets of consumers with common needs or characteristics is known as ________.
Successful product positioning centers around two key principles: developing a unique selling proposition, and communicating the ________.
When advertising to teens, Matt's Mobile Services focuses its messaging on the importance of staying connected with friends so subscribers are always accessible and "in the loop" on the latest social news. This is an example of ________.
In the sales orientation, which of the four elements of the marketing mix is most heavily emphasized?
In the production concept business model, which of the four elements of the marketing mix is most heavily emphasized?
Packaging and warranties are elements of which of the four Ps?
Of the four Ps of the marketing mix, promotion includes ________.
Of the four Ps of the marketing mix, place includes ________.
Of the four Ps of the marketing mix, price includes ________.
________ is defined as the ratio between the customer's perceived benefits and the resources used to obtain those benefits.
Lexus claims to deliver its buyers quality, zero defects in manufacturing, and superior and personal post-purchase service. This is an example of ________.
Which of the following is NOT one of the four drivers of successful relationships between marketers and consumers?
An individual's perception of the performance of a product or service in relation to one's expectations is known as ________.
When Gary buys ice cream, he typically buys whichever brand is on sale that week. With regard to ice cream, Gary is best described as a(n) ________.
Megan uses Bed Head hair products and enthusiastically recommends them to others any time she receives complements on her hair. With regard to hair products, Megan is best described as a(n) ________.
When Jenny is checking out at the grocery store, she frequently picks up a 20-oz bottle of soda at one of the coolers by the register. She doesn't have a strong preference for Coke or Pepsi, and will just buy whichever happens to be closest. In this instance, Jenny is best described as a(n) ________.
Norman dislikes the health insurance plan provided by his employer, but is unwilling to switch to a different health insurer because obtaining private health insurance would be significantly more expensive than the employer-subsidized plan in which he is currently enrolled. With regard to health insurance, Norman is best described as a(n) ________.
Pete ate at a local tex-mex chain last weekend and received such poor service that he swore he would never go back. The following Monday, when his coworkers asked about his weekend, Pete told them about the bungled, dissatisfactory service he received, and even exaggerated the lousy experience he had. In this situation, Pete is best described as a(n) ________.
Of the various information sources available to consumers, ________ is/are by far the most trusted and perceived as the most credible.
________ is the foundation for maintaining a long standing relationship with customers, and it helps to increase the chances that customers will remain loyal.
The primary objective of providing value to customers continuously and more effectively than the competition is ________.
A ________ strategy is designed to make it in the best interest of customers to stay with a company rather than switch to another company.
Customer profitability-focused marketing ________.
Gloria always uses Tide laundry detergent and stocks up whenever she sees a sale. As a result, she rarely pays full price for detergent. On the customer profitability pyramid, Gloria is most likely to fall into the ________ tier.
Once or twice a year, when Estee Lauder runs a particularly good promotion, Candace buys some new make-up. She typically only spends the minimum required to qualify for the promotion. On the customer profitability pyramid, Candace is most likely to fall into the ________ tier.
The adoption of digital technologies has introduced drastic changes into the business environment, including which of the following?
Emerging digital technologies are allowing consumers to have more power than ever before. This means that now, customers ________.
As consumers spend more time online and have more technological tools that enable them to avoid exposure to TV ads, marketers are ________.
The societal marketing concept calls on marketers to ________.
Which of the following consumers is likely to receive the most attention and customer support from the manufacturer, retailer, or service provider in question?
Small reductions in customer defections produce significant increases in profits for all of the following reasons EXCEPT ________.
The three distinct but interlocking steps of the consumer decision making process are ________.
In the consumer decision making process, the ________ stage influences the consumer's recognition of a product need.
In the consumer decision making process, the ________ stage focuses on how consumers make decisions.
In the consumer decision making process, the ________ stage focuses on how consumers make decisions.
In the CAR MINI CASE, Ford's business strategy focused on ________.
In the CAR MINI CASE, Ford's business approach exhibited a ________.
In the CAR MINI CASE, which of the following elements of the marketing mix was central to Ford's business model?
In the CAR MINI CASE, which element of the marketing mix was central to General Motors' business model?
In the CAR MINI CASE, by offering a variety of cars to choose from, General Motors was able to differentiate itself from Ford by demonstrating to consumers that it could offer ________.
In the RYAN'S RUNNERS MINI CASE, the process of dividing the athletic market into different subsets of shoe consumers, such as runners, basketball players, and golfers, is known as ________.
In the RYAN'S RUNNERS MINI CASE, Ryan decides to focus his attention on that segment of the market that is interested in running. This selection of a specific market segment is known as ________.
In the RYAN'S RUNNERS MINI CASE, by portraying his store as a one-stop-shop for all your running needs, Ryan has developed a distinct image for his store. This is an example of ________.
In the RYAN'S RUNNERS MINI CASE, which of the four elements of the marketing mix does Ryan use to differentiate his store in the marketplace?
In the RYAN'S RUNNERS MINI CASE, which of the following is most likely to represent the unique selling proposition at Ryan's Runners?
In the AIRLINE MINI CASE, Transatlantic Airlines identifies the most profitable customers and offers them specific incentives, a practice known as ________.
In the AIRLINE MINI CASE, when Transatlantic upgrades the seat assignment of especially loyal customers, the airline is attempting to increase ________.
In the AIRLINE MINI CASE, Transatlantic Airlines advertises "a first class experience for every passenger." This is Transatlantic's ________.
In the AIRLINE MINI CASE, by tracking flight searches and developing services to better meet customers' unfulfilled needs, Transatlantic adheres to the ________.
In the AIRLINE MINI CASE, Transatlantic uses information gathered from consumer searches on its website to better understand the behavior of its consumers. This kind of data collection and analysis is an example of ________.
Consumer behavior includes the behavior that consumers display in searching, purchasing, evaluating and disposal of products and services.
The term consumer behavior describes only the behavior of those who purchase goods and services for their own use.
Organizational consumers include both for profit and non-profit organization.
The production orientation assumes that consumers are mostly interested in product availability at low prices.
The production orientation makes sense in developing countries where the main objective is to make products available to the maximum number of consumers at the lowest prices.
The sales orientation focuses on selling products that the target market demands.
The sales orientation arose in response to the expanded capacity that was created during the production era.
The key assumption underlying the marketing concept is that, to be successful, a company must determine the needs and wants of specific target markets and deliver better than the competition.
Companies that focus on understanding customers are able to continue to grow and remain leaders in their industries in spite of increased competition and changing business environments.
Depending on where we are born, we all have different biological needs.
Most companies today are able to target all the market segments that they have identified through their research.
Successful product positioning centers around two key points: communicating the benefits to the consumers, and developing and communicating a unique selling proposition.
"Me too" products are products that lack a unique image or benefit.
Perceived value is relative and objective.
Four drivers of successful relationships between marketers and customers are customer value, high levels of customer satisfaction, a strong sense of customer trust, and building a structure that ensures customer retention.
A company's value proposition helps establish customer expectations, which the company must consistently fulfill.
Customer satisfaction is a function of customer expectations.
Sophisticated marketers today practice selective relationship building, which can lead to companies rejecting certain types of consumers.
Consumers have more power today than ever before, as seen through their use of "intelligent agents" to locate the best prices for products and services.
The internet offers marketers the ability to customize their products, services, and promotional messages to individual consumers, as seen in how Amazon.com sends mass e-mails to all their existing customers telling them about a new promotional offer.
Much like traditional advertising, digital technologies allow for two-way interactive exchanges between customers and marketers.
Narrowcasting is a method that enables marketers to develop and deliver more customized messages to increasingly smaller markets on an ongoing basis.
The societal marketing concept advocates a short-term perspective in driving for increased market share and quick profits.
Purchase behavior and post purchase evaluation are elements of the input stage of the consumer decision-making model.
Courtney has been looking at laptop computers for a while and has decided to purchase a Dell. Courtney's decision to purchase a Dell signifies her adoption of the product.
Define consumer behavior. What is the scope of consumer behavior?
What is the difference between the personal consumer and the organizational consumer?
Compare the production orientation and the marketing orientation on three major points.
Talk briefly about market segmentation, targeting, and positioning.
In terms of expectations, when is a customer not satisfied, satisfied, and delighted?
Identify and discuss the reasons for which small reductions in customer defections produce significant increases in profits.
Discuss some of the positive effects of the adoption of digital technologies on today's marketing practices.
Digital technologies allow for consumers to have more power than ever before. How?
How has TiVo presented a challenge to marketers?