Introduction to Business – Mr. Lilly – De Anza College Makeup Homework 13‐1 Name:____________________________________________________________ Instructions: This assignment must be printed out and completed by hand in the student’s original handwriting. Word‐
processed, scanned, photographed or photocopied assignments will not be graded and will not earn any points. The completed assignment must be turned in to Mr. Lilly either in person or by sliding it under his office door. Emailed assignments will not be graded and will not earn any points. This assignment is based on chapter 13 and the associated lecture. 1. What expression does your textbook define as “a three‐part business philosophy (consisting of) (1) a customer orientation, (2) a service orientation, and (3) a profit orientation”? 2. What expression does your textbook define as “the process of learning as much as possible about customers and doing everything you can to satisfy them – or even exceed their expectations – with goods and services”? 3. What expression does your textbook define as “the ingredients that go into a marketing program: product, price, place, and promotion”? 4. What expression does your textbook define as “the group an individual uses as a reference point in forming beliefs, attitudes, values, or behavior”? 5. What expression does your textbook define as “(a) marketing strategy with the goal of keeping individual customers over time by offering them products that exactly meet their requirements”? 6. What expression does your textbook define as “dividing a market by cities, counties, states, or regions”? 7. What expression does your textbook define as “developing products and promotions to please large groups of people”? 8. What expression does your textbook define as “all the individuals or households that want goods and services for personal consumption or use”? 9. What expression does your textbook define as “(marketing research) data that you gather yourself (not from secondary sources such as books and magazines”? 10. What expression does your textbook define as “any physical good, service, or idea that satisfies a want or need plus anything that would enhance the product in the eyes of consumers, such as the brand”? 11. What expression does your textbook define as “(marketing research) information that has already been compiled by others and published in journals and books or made available online”? 12. What expression does your textbook define as “the process of identifying the factors that can affect marketing success”? 13. What expression does your textbook define as “all the individuals and organizations that want goods and services to use in producing other goods and services, or to sell, rent, or supply goods to others”? 14. What expression does your textbook define as “marketing directed toward those groups (market segments) an organization decides it can serve profitably”? 15. What expression does your textbook define as “dividing the market by determining which benefits of the product to talk about”? 16. What expression does your textbook define as “the process of testing products among potential users”? 17. What expression does your textbook define as “dividing the market using the group’s values, attitudes, and interests”? 18. What expression does your textbook define as “a small group of people who meet under the direction of a discussion group leader to communicate their opinions about an organization, its products, or other given issues”? 19. What expression does your textbook define as “a word, letter, or group of words or letters that differentiates on seller’s goods and services from those of competitors”? 20. What expression does Mr. Lilly define as “an early sample, model, or release of a product built to test a concept”? 21. What expression does your textbook define as “the process of dividing the total market into groups whose members have similar characteristics”? 22. What expression does your textbook define as “dividing the market by usage (volume of use)”? 23. What expression does your textbook define as “the process of finding small but profitable market segments and designing or finding products for them”? 24. What expression does your textbook define as “developing a unique mix of goods and services for each individual customer”? 25. What expression does Mr. Lilly define as “dividing the market by age, income, education, and other demographic variables”? 26. What expression does Mr. Lilly define as “a business strategy that focuses all of a firm's marketing efforts towards just one or a few segments of a larger market”? 27. What expression does Mr. Lilly define as “customizing the marketing mix (product, place, price, promotion) for each individual customer”? 28. What expression does Mr. Lilly define as “a marketing strategy with the goal of keeping individual customers over time by offering them a marketing mix that exactly meets their requirements”? 29. True or False?: Adherents of the consumer decision‐making model presented in figure 13.7 believe that all consumers proceed sequentially through all five steps of the model whenever they buy something, no matter how inexpensive. 30. What expression does your textbook define as “the analysis of markets to determine opportunities and challenges, and to find the information needed to make good decisions”? 31. What expression does Mr. Lilly define as “developing an accurate description of your product (and/or using an artist’s conception drawing of what the product might look like) and then asking people whether that product would appeal to them”? 32. What expression does your textbook define as “all the techniques sellers use to inform people about and motivate them to buy their products or services”? 33. True or False?: The marketing concept was rapidly adopted and widely used by U.S businesses within a very short period after it was initially suggested in the 1950s. 34. True or False?: The tremendous demand for consumer goods and services after World War II helped launch the production era of marketing. 35. Fill‐in‐the‐blank: A consumer's decision‐making process is influenced by the beliefs, attitudes, values and behavior of his/her _________________________________________________, consisting of those people who the consumer considers herself similar to or aspires to be like. 36. What kind of “cognitive dissonance” is of special interest to marketers? 37. True or False?: One‐to‐one marketing is rarely used in B2B markets. 38. Fill‐in‐the‐blank: British Airways Executive Club members get to board first, and also get to stand in a special line that’s shorter when they check in their luggage at the airport. This is an example of ______________________________________________________________ segmentation. 39. True or False?: It is wise to employ emotional appeals or appeals to the buyer’s subconscious in B2B markets whenever they will generate short‐term increases in sales revenue that exceed the costs of the program. 40. Fill‐in‐the‐blank: In the chapter 13 lecture, Mr. Lilly uses Togo's (the sandwich chain's) launch of their "Cuban" sandwich on June 5, 2014 as an example of a company making effective use of ______________________________________________________________ . 41. Fill‐in‐the‐blank: Rental car companies frequently offer shorter lines and other perks such as free upgrades to more expensive vehicles to their heavy users that they do not offer to their medium and light users. This is an example of ______________________________________________________________ segmentation. 42. Fill‐in‐the‐blank: The box that Colgate toothpaste comes in says "Maximum Cavity Protection" in big letters. Meanwhile, posters and advertisements for Close‐up toothpaste often emphasize how "kissable" it will make the user. These differences are an example of _____________________________________ segmentation in the toothpaste market. 43. Fill‐in‐the‐blank: The purest examples of ______________________________________________________ involve very limited product variety and a single advertising and promotional strategy for the entire market. 44. True or False?: According to the marketing concept, the goal of marketing should be to please the customer, regardless of how much it will cost the company in the short run to do so. 45. True or False?: The arrows in figure 13.3 of your textbook, "The Marketing Process with the Four Ps," mean the same thing that the arrows in a PERT chart mean. 46. Fill‐in‐the‐blank: Winter gear such as coats, hats, and gloves is stocked and promoted for more months per year in the Midwest and northern regions of the United States than in California. This is an example of ______________________________________________ segmentation. 47. Name and describe five important differences between business‐to‐business markets and consumer markets. (5 points)