A.   the process of creating, communicating, and delivering a product or service to customers

B.   the strategy of imagining, developing, and implementing an effective advertising campaign

C.   the method of researching, identifying, and targeting consumers likely to purchase a product

A.   the group of consumers who are most likely to be interested in your product or service, also known as your “offering”

B.   fictional representations of people used to ensure appropriate marketing strategies

C.   the research used to make decisions about the elements of marketing plans including Promotion, Price, Place, and Prod

A.   Price

B.   Place

C.   Promotion

A.   a mix of communications and advertisements about a product

B.   a mix of considerations you should under

C.   a mix of critical components that create a full marketing plan

A.   a tangible good, a bill of sale, and associated intangible services

B.   a tangible good, an intangible service, and the associated price

C.   a tangible good, a description of its value, and the place where it can be purchased

A.   Because companies want to find out what customers think.

B.   Customers may require information about the product to make a purchasing decision.

C.   Companies want to have an interactive dialogue with their customers.

A.   the process of evaluating a company’s operations in response to feedback

B.   the process of building and maintaining a good image for a company

C.   the process of creating print, broadcast, or online accounts of current events

A.   making sure that the user is aware of similar products from other companies

B.   making sure that the user knows how to get the most out of the product

C.   making sure that the user is able to finish paying for the product on time

A.   supply chain

B.   assembly line

C.   transport company

A.   the replacement of a defective product with a new one

B.   the conversion of one currency into another currency

C.   the transaction of value between a buyer and seller

A.   by creating new jobs to manage the disposal process

B.   by appealing to consumers who care about ecological issues

C.   by lessening the hassle associated with disposal

A.   their target market

B.   their start-up budget

C.   their market competitors

A.   for-profit, B2B company

B.   nonprofit, B2C company

C.   for-profit, B2C company

A.   For-profit and nonprofit marketing usually involve a different kind of exchange.

B.   For-profit marketing is more effective than nonprofit marketing.

C.   Nonprofit marketing does not engage in true marketing activities, but for-profit marketing does.

A.   Smokey Bear encouraging people to properly extinguish their campfires

B.   LiMu Emu and Doug encouraging people to only pay for the insurance they need

C.   Cap’n Crunch encouraging people to enjoy a crunchy breakfast

A.   to determine what strategies will deliver the best results

B.   to understand which features and benefits to promote

C.   to customize your marketing efforts to meet their needs

A.   brick-and-mortar

B.   layout planning

C.   atmospherics

A.   the availability of cars to consumers

B.   physical conditions outside of the company’s control

C.   the cost of hiring sales representatives

A.   A woman is out to dinner with her friends, and she orders an appetizer because all of her friends have ordered one.

B.   A man receives a coupon for a free tube of toothpaste with a purchase of dental floss, so he buys dental floss and uses the coupon.

C.   A woman sees a display of socks by the register at a clothing store, so she adds a pair to her purchase.

A.   In both countries, people are “slow paced” and want goods and services that do not rush them.

B.   In both countries, people are “time starved” and want goods or services that help them save time.

C.   In both countries, people are “time sensitive” and want goods that are produced rapidly.

A.   They cost much less than their cash value.

B.   They are usually accepted by any retailer.

C.   They can be purchased quickly and easily.

A.   buying with no planning or forethought

B.   buying without having the money to pay

C.   buying while feeling anxious or angry

A.   a discount food store

B.   a luxury car dealership

C.   a designer clothing store

A.   how you see yourself

B.   how you would like to see yourself

C.   your disposition

A.   Men rarely shop and buy things quickly, while women shop frequently and take their time.

B.   Men are loyal to certain brands, while women usually shop for something new.

C.   Men only want to buy luxury items, while women are more practical in their spending.

A.   Advertisers are trying to remind consumers of their chronological age.

B.   Advertisers are appealing to the cognitive age of consumers.

C.   Advertisers are attempting to appeal to consumers of all ages.

A.   measurements of age, gender, income, and education level

B.   measurements of attitudes, values, and lifestyles

C.   measurements of product preference and brand loyalty

A.   to indicate that some needs must be met before others can be pursued

B.   to indicate that some needs require much more time to fulfill than others

C.   to indicate that some needs are morally preferable to others

A.   Companies look at their target consumers and appeal to their self-actualization need, which is the highest level of Maslow’s hierarchy of needs.

B.   Companies look at their target consumers to determine the needs and goals of the individuals and groups they are marketing to in order to make product and advertising decisions.

C.   Companies try to craft marketing plans that address every level of Maslow’s hierarchy of needs.

A.   perception

B.   selective retention

C.   selective attention

A.   Evidence supports that subliminal advertising is more effective than shock advertising.

B.   Evidence supports the effectiveness of shock advertising but not subliminal advertising.

C.   Evidence supports the effectiveness of both shock advertising and subliminal advertising.

A.   a customer buying a pack of granola bars after trying an in-store sample

B.   a customer not buying granola bars because she is not very hungry

C.   a customer buying three packs of granola bars to make sure she has enough for her family

A.   operant conditioning

B.   subliminal advertising

C.   selective retention

A.   They are set when a person is middle-aged.

B.   They are determined by people’s genetic makeup.

C.   They are based on people’s values and beliefs.

A.   philosophy

B.   nation

C.   culture

A.   because the mass media are having trouble reaching ethnic groups

B.   because the lines between ethnic groups are becoming less clear

C.   because ethnic groups increasingly find such efforts offensive

A.   Consumers in the same social class often exhibit similar purchasing behavior.

B.   People in higher social classes will always purchase more expensive brands.

C.   Social class is defined exclusively by a person’s income.

A.   Jenna buys a piece of clothing she sees on her favorite fashion blogger’s website.

B.   Jenna buys a new wireless speaker based on a recommendation from a magazine called Audio Expert.

C.   Jenna buys a water bottle that has been endorsed by her favorite athlete, Serena Williams.

A.   an opinion leader

B.   an influencer

C.   a brand ambassador

A.   proof of credit worthiness

B.   verifiable parental consent

C.   confirmation of citizenship

A.   a good deal

B.   expertise and know-how

C.   simple, understandable language

A.   manufacturing delivery vans

B.   selling tacos from a food truck

C.   providing technology services for company websites

A.   Its competitors had already released several luxury-model cars, so the 2006 market was flooded and sales were diluted.

B.   By initially limiting sales to Germany, global markets were shut out at the time of the release.

C.   Because the company’s base demographic expected affordable cars, this luxury car violated the expectations of the company’s target consumers.

A.   They created separate brands for their luxury cars.

B.   They limited purchases on their luxury cars to create demand.

C.   They stayed away from celebrity endorsements.

A.   Microsoft Zune

B.   Apple Newton

C.   Nintendo’s Virtual Boy