Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the Joan subscribes to an online service that alerts her when other firms in her
different brands to pursue a(n) ________ targeting strategy
industry introduce a new product. This allows her to stay on top of what these
differentiated
other firms are doing. Joan is using marketing research primarily to
monitor her competitors
One of the benefits of a differentiated targeting strategy is that it allows the firm to
diversify its business and
Shondra and Jason are working on a research project to anticipate customer
lower overall risk
attitudes toward a proposed product line for their company. They have worked with
the marketing manager to determine the answers that are needed and have
Maria’s favorite online store allows her to have skirts made to her exact
created a detailed design of the project. Their next logical step will be to
measurements. At just 4’8” tall, it’s difficult for her to find work appropriate skirts
begin to collect data
anywhere else. The online store Maria shops at is using____ targeting strategy.
micromarketing
After defining objectives and research needs, the next step in the marketing
research process involves
What is the best situation in the Circles for a Successful Value Proposition
research design
framework?
The firm's offering overlaps with customer needs/wants but not with
In the marketing research process, data collection begins
competitors' offerings
only after completing the research design process
A ________ is often used to illustrate the position of a firm's products or brands in Martina has been asked to prepare a report detailing all the attributes of the
consumers' minds.
"actual product." Which of these features can she leave out of her report?
perceptual map
product warranty
After defining objectives and research needs, the next step in the marketing
research process involves
research design
When manufacturers try to understand what customers are looking for, they are
thinking about the ________ component of the product offer.
core customer value
In the marketing research process, data collection begins
only after completing the research design process
Some credit cards provide free liability insurance, funded by the bank issuing the
card, when a customer pays for a rental car using the card. This extra insurance is
an example of
an associated service
Val’s custom bookkeeping service provides online bookkeeping assistance. Val
plans to conduct marketing research to determine which bookkeeping services are
most demanded by his customers. His next step is to
For a major university, undergraduate studies, graduate studies, and professional
identify the type of data he needs
programs would be ________ within the university's product mix.
product lines
​When a company launches a new product line with an existing brand name, this is
known as
Zappos is a successful online shoe company. One of the difficulties in running a
a brand extension
shoe company is the need to have significant ________, a large number of items
in each product line
One important purpose of a brand is to
product line depth
increase consumer recognition and awareness.D.reduce product packaging
At which stage of the product life cycle will you find a growing number of product
When a restaurant chain, Stop ‘n Eat Pizza, launches its own brand of homemade adopters, rapid growth in industry sales, and increases in the number of
soda, this is an example of a
competitors and the number of available product versions?
brand extension
Growth
Jamal developed a mouthwash using only natural ingredients, and he has been
During the ________ stage of the product life cycle, sales are low and profits are
quite successful selling the product in health food stores and some grocery stores. small or negative.
He has recently developed a toothbrush using bamboo and natural components. Introduction
Jamal is considering a ________, giving the toothbrush the same brand name as
the mouthwash in order to create greater brand awareness
Which statement about the growth stage of the product life cycle is true?
brand extension
Marketing costs increase as firms vigorously defend their market share
against competitors (?)
What characterizes the maturity stage of the product life cycle?
Sales: peak; Profits: peak to declining; Competitors: high number of
During the ________ stage of the product life cycle, there are few but an
competitors
increasing number of competitors.
growth
During the ________ stage of the product life cycle, sales are low and profits are
small or negative.
The late majority tends to adopt products during the _______ stage of the product
introduction
life cycle.
Maturity
During the ________ stage of the product life cycle, sales peak and profits begin
to decline as competition becomes intense
Aggregating potential car buyers into groups that have common needs and will
maturity
respond in the same way to a marketing campaign is a process known as
market segmentation
Kellogg's marketing communications about its Special K cereal appeal almost
exclusively to women. This is an example of ________ segmentation
If automakers were to segment Justin based upon the type of active lifestyle he
Demographic
leads, this would be considered _____________ segmentation.
Psychographic
To develop psychographic segments, the marketer must understand consumers'
self-values, self-concept, and lifestyles
If automakers used ___________ segmentation, they would use vehicle features
such as the availability of a moon roof and Bluetooth capability to find customers
More and more women have been posting photos of themselves on social media similar to Justin.
wearing little to no make-up to emphasize the concept of real and natural beauty. Behavioral
Beauty brands such as Glossier have responded to this trend by producing and
marketing a product line that celebrates the natural beauty of women. What type ofIf an automaker wanted to compare several different car brands based on their
segmentation method is being used to segment this market?
performance on two factors—fuel efficiency and reliability—this could be done with
Psychographics
a(n)
perceptual map
The process a business uses for systematically collecting, recording, analyzing,
and interpreting data that can be used to help decision makers plan for the
marketing of products is called
marketing research
Karen and Anika, the owners of a new personal assistant firm called Assist You 2,
are interested in offering their services in a community filled with other start-up
firms and local shops. Now that they have completed the segmentation and
targeting processes, to ensure that they are best positioning their service within
this community, they must next
understand the position of their competitors
What does a perceptual map show Karen and Anika about their firm’s potential
position in the marketplace?
It shows what other companies are doing to reach Assist You 2’s intended
target market
Assist You 2 uses a perceptual map to identify how it can differentiate itself from
other personal assistant services. This differentiation, to offer comprehensive
assistance both at home and in the office, represents the company’s
value proposition
Which of Karen and Anika’s actions listed below represents the final step of the
positioning process?
monitor customer feedback to help improve the firm’s services
If Martha leveraged a __________ branding strategy to grow her overall business,
she might develop a line of imported flavored teas and sell them at the local
College Town Food Cooperative using the College Town name for the new product
line.
private label
Marco loves making things by hand. He recently created a dog collar made from
upcycled leather that he later sold to a local pet store. This dog collar is an
example of
a product item
The customers love Marco’s handmade dog collars. What does Marco do to
transform this product item into a product line?
creates more dog collars of varying patterns and colors
Marco’s dog collars are such a success that he decides to add a new product line
of dog sweaters, thus creating a
product mix
Marco sees how well his dog collars and dog sweaters are selling, so he decides
to expand his product mix. He considers doing this by expanding his product line
_____ data, or the facts and figures that have already been collected about the
depth, which means
Coffee Collective prior to the research at hand, would include information relating offering dog collars and sweaters in different sizes and for different breeds
to budgets, previous marketing activities, sales and customer communications.
Internal secondary
Marco ultimately decides to expand his product mix by offering rain booties made
from the same upcycled leather and fabric as his dog collars and sweaters. This
If Martha wants to determine whether or not she should offer open mic night at the strategy is known as
Coffee Collective as part of the coffee experience, this would be an example of
expansion of product mix breadth
defining the research objectives
Market could be grouped by: (1) Country (2) Region (3) Areas within region
Which of the following would allow Gabby the most flexibility in asking probing
questions about why customers would want an open mic night?
How consumers describe themselves in terms of: (1) Self values (2) Lifestyle (3)
personal interview
Self-concept
Instead of using survey information, Martha decides she would rather use
Behavioral segmentation: (1) occasion segmentation (2) Loyalty segmentation
________ to find hidden information within her customer relationship management
database to find links between spending habits and which types of entertainment Segment Attractiveness: (1) substantial (2) reachable (3) responsive (4) profitable
should be marketed by the Coffee Collective.
(6) identifiable
data mining
[ reachable ] The consumer must: (1) Know the product exists (2) Understand
_____ data includes sentiment mining in social media and tracking shopper
what it can do (3) Recognize how to buy
behavior in stores.
Observational
[ Responsive ]: (1) Customers must react similarly and positively to the firm’s
offering (2) If a firm cannot provide products and services to the segment, it
What business problem are MaryAnn and Nana attempting to resolve through
shouldn’t be targeted
marketing research?
Customers want Crepes a la Nana to expand their breakfast menu, but
MaryAnn and Nana do not know what they want
MaryAnn and Nana conduct interviews to better understand what their customers
want to see on the menu. Interviews will provide MaryAnn and Nana with what
type of data?
qualitative, primary data
MaryAnn and Nana conduct surveys to determine which potential new menu item
would be most popular among customers. Surveys will provide MaryAnn and Nana
with what type of data?
quantitative, primary data
MaryAnn looks into Crepes a la Nana’s sales databases to determine who among
the firm’s existing catering clients might want to see a new item added to the
breakfast menu. Data from the firm’s sales database represent
internal, secondary data
An advantage of the primary data gathered from customer interviews is that
the responses will be directly related to the research problem
Many of the customers at the Coffee Collective are very satisfied with their
experiences when they go to the coffee shop. This represents which component of
brand equity?
perceived value
It is the beginning of the football season for the local college team. Martha
redecorates the Coffee Collective with a theme that reflects the college team,
including pictures of the players, coaches, and fans. This represents which
component of brand equity?
brand associations
The first step in developing _________ for the Coffee Collective would be to
develop positive brand awareness and an association of the brand in consumers'
minds to give the brand an identity.
brand equity