Exam 12: Understanding Marketing Principles and Developing Products

Which brands are often widely recognized by consumers because of campaigns for products produced and distributed by the manufacturer?

Macmoo Real Estate is beginning to use data-driven processes to determine the value that it gets from different marketing activities. Macmoo's website lists available properties and allows customers to request information. Macmoo tends to advertise in local newspapers and specialized real estate periodicals. The marketing director believes that Macmoo's traditional spring advertising campaign, which runs during the month of March, is an effective use of advertising resources. When pressed for evidence, the marketing director points out that revenues in March have consistently been higher than revenues in February. Which of the following is assumed by the marketing director's argument?

It is the middle of August, and Bob has been driving for the last three hours without air conditioning. He is hot and thirsty and would like to find something cold to drink. Bob would consider ________ the most important element in the marketing mix for a soft drink marketer.

The Ford Focus is promoted to consumers on the basis of economy, while the Porsche is promoted on the basis of high performance. This is an example of

Based on a product review in a magazine, Rob decided which product to buy. He is demonstrating the impact of

Light bulbs, pencils, pads of paper, and lubricating oils for machines are examples of ________ purchased by companies that make other goods.

The marketing concept

Suppose that you have just obtained your first job after graduation, and you conclude that your new income will allow you to purchase items that were once too expensive for you. You are in the information seeking stage of the consumer buying process.

Panther Shoes is a manufacturer of athletic apparel. List five possible sources of value that consumers receive from Panther Shoes.

The blue jean market is quite varied, and people wear them for different reasons and for different purposes. There are fashion jeans, work jeans, truck-driving jeans, cowboy jeans, and so on. To serve this market better, many firms practise

Brilliant Solutions applies LED technology to create specialized lighting systems for cellphone towers, drilling rigs, airport runways, and other specialized uses. It sells to businesses that are willing to pay for superior products that are durable, so their lighting systems remain safe, endure harsh conditions, and last for years. All of Brilliant Solutions' products are packaged in boxes prominently displaying the Brilliant Solutions brand. Why would this brand be valuable to the company?

Quinn Clothes is a successful business selling fashionable and athletic swimwear. The marketing staff has said that the company's plan to develop and market waterproof perfumes might be hindered by a lack of experience in the perfume field. Which of the following is the best response to that weakness?

All of the following are reasons for packaging products except

As you go to the store to write a cheque for the new professional suit you're going to buy, you consider what ties and shirts would go well with it. You are in the ________ stage of the consumer buying process.

What kind of business activity is a grocery store engaged in when it sells meat to a homemaker?

Otto's Office Products is a large national company selling office supplies to businesses and everyday consumers. It is compiling an in-house data warehouse in order to identify customers and build relationships with them. The IT department has recommended that Otto's use data mining to build customer profiles and prepare business models to predict future purchasing behaviour. Otto's CEO is not in favour of data mining, and argues that it shouldn't be used. Which of the following statements, if true, would support the CEO's argument for not using data mining?

The marketing concept says that profitability is more important than any other criterion.

You have just purchased a new Chevrolet. While driving, you notice that a new Ford has stopped beside the road and has its hazard lights blinking. You smile but decide to stop to help out. You are in the evaluation of alternatives stage of the consumer buying process.

The process of using symbols to communicate the qualities of a product made by a particular producer is called

A national brand name is produced and distributed by the manufacturer of the product.