MKT 315 - Quiz 1 & 2
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School
Auburn University**We aren't endorsed by this school
Course
MNGT 3100
Subject
Marketing
Date
Dec 26, 2024
Pages
3
Uploaded by HighnessStork4680
MKT 315 - Quiz 1 & 2Megan is excited about her upcoming high school prom. Although she has many dresses, she decides to go shopping for a new one. In this scenario, the dress is an example of a _____ in the basic consumption process. - correct answer WantPCPersonal Inc. sold more than 7 million tablet computers within months of launching the product. The price of this product ranged from $499 to more than $800. Despite the high price, PCPersonal Inc. had difficulty keeping up with the demand. In the given scenario, the benefits of the product most likely outweigh its _____. - correct answer CostIn undifferentiated marketing, _____. - correct answer the same basic product is offered to all customersIn the context of marketing strategy, differentiated marketers: - correct answer Minimize the need for consumer research.In the context of consumer behavior (CB), the interactions between customers and the wait staff of a restaurant are called _____. - correct answer TouchpointsA company with a customer orientation will most likely: - correct answer prioritize consumer value and satisfaction above all other concerns.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? - correct answer Niche marketingWhich of the following orientations is best suited to a differentiated marketer? - correct answer Market orientationIn the context of stakeholder marketing, which of the following entities are secondary stakeholders? - correct answer Mass media
Obtaining resources from consumers in return for the value they create is a basic tenet of the _____, which is a theory that explains why companies succeed or fail. - correct answer Resource-advantage theoryDaniel is planning to start a mobile food business to cater to office workers. After conducting a small survey, he finds out that consumers prefer quick but healthy food options. He adjusts his menu to incorporate quick and healthy food alternatives. The busy professionals are Daniel's _____ for his new restaurant. - correct answer target marketIn the context of Consumer Value Framework (CVF), lifestyle is considered a(n) - correct answer internal influence_____ captures how much gratification a consumer receives from consumption. - correct answer ValueWhich of the following is an element of the marketing mix? - correct answer Distribution strategyUnlike utilitarian value, hedonic value: - correct answer is subjective in nature._____ refers to the purposeful allocation of information processing capacity toward developing an understanding of some stimulus. - correct answer AttentionDessert Palaeice specializes in creating and selling unique bakes and ice creams. It introduces a specialty ice cream, served with a salty sauce instead of its usual array of sweet sauces. Dessert Palaeice's customers, though initially apprehensive, welcome the change in taste. Which of the following reactions is most likely responsible for the customers' cognitive categorization of the new product? - correct answer AccommodationRaina is actively trying to memorize the names of her colleagues by trying to associate their names with their faces. In this process, she is utilizing her _____. - correct answer explicit memoryJumbo Ring-O, a company that produces cereal product, changed the colors of its packaging box from dark brown to a bright red with yellow highlights in order to attract more consumers, usually children between age group of four to twelve years old. Which of the following factors was used by Jumbo Ring-Oto improve its
sale? - correct answer Intensity of stimuliThe first step in the perceptual process is called _____, which refers to the process of bringing some stimulus within the proximity of a consumer so that it can be sensed by one of the five human senses. - correct answer exposure