Are you knowledgeble in Marketing Management?

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The program formulation step in the business strategic planning process immediately follows:

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The business strategic planning process requires a feedback and control step because:

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In 2002, the Hispanic community's buying power in the state of Georgia grew to $4.7 billion as more Hispanics migrated to the state. This is an example of how changes in the _____ environment impact the _____ environment.

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The U.S. is experiencing increasing ethnic diversity:

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Today, many people are opposed to blood transfusions due to concerns about diseases that can be transmitted in blood plasma. Yet, many people need transfusions to survive accidents and surgeries. After expensive research and development, Biopure Corporation has developed a product that is a safe and effective substitute for blood plasma. Biopure's product is already being used by veterinarians, but the U.S. government and the European Community have not given the product their approvals. This is an example of the _____ environment and the _____ working at cross-purposes.

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Ideas for new products can come from:

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A potential marketer of new shower enclosures coated with Teflon asks consumers, "Do you understand how the addition of Teflon will benefit you?" and "Would this type of shower enclosure solve a cleaning problem for you?" This marketer is in the _____ stage of new-product development.

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A new-product department is excited about a new product idea for a suntan lotion that goes on blue, but fades away as the ability of the lotion to protect skin disappears. Projected sales, growth, and profit looked very promising. The idea has been passed to R&D to determine if the product could be feasibly made. At this point, the new-product department's idea is in the _____ stage.

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Which kind of consumer-goods market testing involve consumers who initially try the product at no cost then who are reoffered the product, or a competitor's product, at a slightly reduced price.

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Which of the following is the most expensive step of the new product development process?

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A zero-level channel:

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A dog food that is only available at veterinarians' offices is an example of a product that is sold using _____ distribution.

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A highly respected manufacturer of a sought after perfume has retailers willing to carry the manufacturer's complete cosmetic product line. This is an example of _____ power.

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Channels need to be reviewed for possible modification when:

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Albert and Tania produce and sell vanilla, chocolate, lemon, peppermint, and strawberry flavor extracts for baking. They are debating over a description of the potential customers for their product. Albert and Tania are trying to define:

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If a marketer seeks to retain customers' long-term preference and business through a win-win business style, the marketer is engaged in _____ marketing.

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Texas Instruments, one of the first producers of handheld calculators, put a great deal of effort into expanding production of calculators to drive down the cost and thus, expand the market. This is most indicative of the _____ concept.

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The marketing concept assumes:

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Which of the following is NOT an example of a primary activity as described in Porter's value chain?

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An intensive growth strategy of _________ would be when a firm develops or acquires new products for the current markets.

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One view of holistic marketing is that firms take a traditional view of the value-delivery process in which product design is primary and that marketing takes place only after the product is produced.

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Which of the following is NOT one of the Marketing Management Tasks associated with a holistic marketing firm?

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At regular intervals, eBay.com, the largest Internet auction company, conducts intense all-day meetings with representative buyers and sellers. At these meetings, they discuss various aspects of the services eBay provides and what eBay could do to enhance those services. These meetings are part of eBay's _____ system.

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The first step in the marketing research process is the:

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The manufacturer of Brother sewing machines wants to know the effect rebates have on sales. It plans on dividing its retailers into three regions. One group will offer consumers who buy a Brother sewing machine a $25 cash rebate. One will offer buyers of the machine $50 worth of "free" machine accessory parts. A third region will offer buyers a $40 store credit. The results of this market research will provide Brother with _____ data.

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Respondents are asked to rate an attitude object on a number of multiple-point rating scales bounded at each end by one of two bipolar adjectives or phrases. This type of question is called:

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The manufacturer of the line of Grote industrial meat slicers wants to identify all of the supermarkets, delis, and restaurants that are potential customers for its products in each of its market areas. Then, it wants to estimate which model each will need to buy. What method of assessing market potential will the manufacturer need to use?

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______________ is a large social, economic, political, and technological changes that are slow to form and, once in place, influence us for some time.

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Which of the following is the most influential primary reference group?

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Which of the following is NOT an example of a personal factor that affects consumer behavior?

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The first step in the buying process is the:

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The basis for segmentation that recognizes that not everyone who buys the product has the same needs or wants the same benefits from it.

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A(n) _____ market is characterized by a fairly narrowly defined market with a complete and distinct set of needs, and a willingness to pay a premium to meet those needs.

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Which of the following is an example of a demographic segmentation variable?

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Which of the following is an example of a psychographic segmentation variable?

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Which of the following is an example of a behavioral segmentation variable?

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A marketer who selected a _________ segmentation strategy would find this segmentation strategy has the greatest amount of risk associated with it despite firms typically having a strong knowledge of the segment's needs and operating economies.

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Which of the following statements is true about positioning strategies?

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_____ is the act of designing the company's offerings and image so they occupy a meaningful and distinct competitive position in the target customers' minds.

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Profits improve substantially during the _____ stage of the product life.

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The stage of the life cycle characterized by low sales, heavy promotion, low profit, and minimal competition is the _____ stage.

Question 42 options:

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The first thing any business should do when setting pricing policy is to:

Question 43 options:

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When Gillette introduced the MACH 3 shaving system, Gillette charged 35 percent more than was currently being charged by its nearest competitor to communicate a quality image for the product. Because Gillette had patents that prevented competitors from quickly imitating the shaving system, a high initial price was placed on the product. Gillette used a _____ pricing strategy.

Question 44 options:

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When Rooms-to-Go furniture store offers customers "Nothing down, and no payments until 2008!" in order to entice customers to buy now, the furniture chain is using:

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A _____ combines successive stages of production and distribution under single ownership.

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Zoe was reading the newspaper while she watched television. An article in the newspaper on the new women's football league caused Zoe to miss commercials for Mountain Dew, Claritin, and KFC. In terms of the communication process for the ads, the article that caught Zoe's attention is an example of:

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The first step in the development of effective communication is:

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The ________ is practiced most aggressively with unsought goods, goods that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots.

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In ____consumers may share a strong need that cannot be satisfied by an existing product.

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The most formal definition of marketing is ________.

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________ marketing has the aim of building mutually satisfying long-term relations with key parties such as customers, suppliers, distributors, and other marketing partners in order to earn and retain their business.

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______ is the ability of a company to meet each customer's requirements - to prepare on a mass basis individually designed products, services, programs, and communications.

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A good way to describe the ________ would be discuss all the activities involved in building deeper understanding, relationships, and offerings to individual customers.

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Most word of mouth is generated online.

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The ________ is a tool for identifying ways to create more customer value.

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________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

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Marketing managers rely on internal reports. By analyzing this information, they can spot ________.

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The heart of the internal records system is the ________.

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A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.

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________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.

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Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)?

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The first step in the marketing research process is to ________.

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________ are data that were collected for another purpose and already exist somewhere.

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The aim of customer relationship management (CRM) is to maximize customer ________.

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In which stage of the Product Life Cycle is there a slowdown in sales growth and profits stabilize or decline due to increased competition?

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A customer touch point in the airline industry would include an item such as ________.

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Another term for high customer ________ is customer churn.

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A(n) ________ is a descriptive thought that a person holds about something.

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The expectancy-value model of attitude formation posits that consumers evaluate products and services by combining their ________.

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Customer value analysis reveals the company's strengths and weaknesses relative to various competitors. Which of the following would be considered to be the first step in this process?

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With respect to consumer purchase intention, all of the following would be among the sub-decisions made by consumers EXCEPT ________.

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A ________ consists of a group of customers who share a similar set of needs and wants.

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Which is NOT a criteria that could determine whether a brand association could truly function as a point-of-difference?

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Marketers usually identify niches by ________.

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When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?

Question 76 options:

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From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?

Question 77 options:

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________ are those trademarkable devices that serve to identify and differentiate the brand.

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If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

Question 79 options:

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With respect to powerful brand elements, a ________ is an extremely efficient means to build brand equity. The element can function as useful "hooks" or "handles" to help consumers grasp what the brand is and what makes it special.

Question 80 options:

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All marketing strategy is built on STPsegmentation, targeting, and ________.

Question 81 options:

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The result of positioning is the successful creation of ________, a cogent reason why the target market should buy the product.

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Which of the following is NOT one of the ways to convey a brand's category membership?

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Associations that make up points-of-difference may be based on _____________.

Question 84 options:

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A company's costs take two forms. ________ are costs that do not vary with production or sales revenue.

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Today's companies try to adapt their offers and terms to different buyers. ________ accounting tries to identify the real costs associated with serving each customer. It allocates indirect costs to the activities that use them and are tagged back to each customer.

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Value pricing is not a matter of simply setting lower prices; it is a matter of reengineering the company's operations to become a low-cost producer without sacrificing quality; and lowering prices significantly to attract a large number of ________ customers.

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When a firm charges the same, more, or less than its major competitors do, it is using a pricing strategy that is called ________.

Question 88 options:

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Intermediaries who buy, take title to, and resell the merchandise are called ________.

Question 89 options:

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Transportation companies, independent warehouses, banks, and advertising agencies assisting in the distribution process but neither take title to goods nor negotiate purchases or sales are called ________.

Question 90 options:

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A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote, and sell the product to end users.

Question 91 options:

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Generally speaking, the use of peripheral cues, such as a celebrity endorser, would best attract what kind of shopper?

Question 92 options:

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Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most important role in the awareness-building stage.

Question 93 options:

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The appeal of public relations and publicity is based on three distinctive qualities. These include, ________, the ability to catch buyers off guard, and dramatization.

Question 94 options:

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Many companies set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price. This method of budgeting is called ________.

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Any discussion about the effectiveness of mass communication has to take into account the dramatic changes that have ________ the effectiveness of the mass media.

Question 96 options:

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What kind of creative strategy would attempt to stir up emotions to motivate purchase?

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What aspect of designing the communication would be focused on deciding what celebrity to use in advertising?

Question 98 options:

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The new-product development process starts with the search for ________.

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A ________ occurs when the company dismisses an otherwise good idea.

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