Marketing Midterm

Front 1

You have been asked to locate secondary data your small organization's research needs. Which of the following is a common source for this type of research?

Back 1

The Canadian small business adinstration

Front 2

When a product enters the maturity stage, the company should consider ______.

Back 2

Modify the production, market or marke

Front 3

A person's buying choices are influenced by four major psychological factors. Which is one of these factors?

Back 3

Motivation

Front 4

The ultimate aim of customer relationship management is to produce ______.

Back 4

Higher customer equity

Front 5

______ Marketing tailors brands and promotions to the needs and wants of specific cities, neighbourhoods, and even stores.

Back 5

Local Marketing

Front 6

Most companies research consumer-buying decision in great detail to know:

Back 6

What, where, how, when, why they buy as well as how much typically pay.

Front 7

With an expected increased in ethnic diversity, marketers are likely to place a greater emphasis on ______.

Back 7

Differing advertising messages

Front 8

Lexus targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ______.

Back 8

Intermarket Segmentation

Front 9

Which of the following is most essential to any definition of marketing?

Back 9

Customer Relationships

Front 10

______ is the set of benefits a company promises to deliver to its consumers to satisfy their needs.

Back 10

A value proposition

Front 11

Which of following is a way that business consumer markets are the same?

Back 11

Decision process

Front 12

In which stage of the PLC would promotional expenditures most likely increase as a company attempts to react to increasing competition?

Back 12

Introduction

Front 13

_____ is the process of the developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities.

Back 13

Strategic planning

Front 14

A good MIS balances the information users would _____ against what they really ____ and what is _______.

Back 14

Like to have; need; feasible to offer

Front 15

Henry Ford's philosophy was to perfect the Model-T so that its cost could reduce further for increased consumer affordability. This reflects the ______.

Back 15

Production Concept

Front 16

In the model of buyer behaviour, which of the following is a major type of force or event in the buyer's envirioment?

Back 16

Cultural

Front 17

In a target marketing, the issue is not really who is targeted, but rather ____ and for ____.

Back 17

How; what

Front 18

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Frebreze line of products, they were executing which step in the process of designing a customer-driven marketing strategy?

Back 18

Targeting

Front 19

People cannot focus on all of the stimuli that surround them each day. A person's tendency to screen out most of the information to which he or she is exposed is called _______.

Back 19

Selective Retention

Front 20

People forget much that they learn. They tend to retain information that supports their attitudes and beliefs. This is called _____.

Back 20

Selective Attention

Front 21

Generation Xers, who were born between 1965 and 1976, share the childhood experiences of higher parental divorce rates, recession, and corporate downsizing They tend to care about the environment and value exprerience over acquisition. Generation Xers make up a ______.

Back 21

Subculture

Front 22

Once the prototype of Wainwright Industries' new riding lawnmower, made especially for women, passes product tests, the next step is ________.

Back 22

Business Analysis

Front 23

Business portfolio planning involves two steps: ________ and ________.

Back 23

Analyzing the current business portfolio; shaping the future business portfolio; shaping the future business portfolio

Front 24

Which department in a company carries the primary responsibility for achieving profitable growth?

Back 24

Marketing

Front 25

Which of the following is true about customer relationship management (CRM)?

Back 25

Its aim to maximize customer loyalty

Front 26

Relative advantage, compatibility, complexity, divisibility, and communicability are all examples of ________.

Back 26

Product characteristics that influence rate of adoption

Front 27

Pendergraff Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation does Pendergraff use?

Back 27

Demographic

Front 28

When an airline goes after a "share of travel" from its customers, it is attempting to increase ________.

Back 28

Share of customer

Front 29

A radio station that carries news, features, and editorial opinions about your area is best classified as which type of public?

Back 29

Media

Front 30

30. Many companies now use the Internet to provide ________.

Back 30

Labelling Informtion

Front 31

What are the two dimensions of product quality?

Back 31

Level and consistency

Front 32

Some products that have entered the decline stage have been cycled back to the growth stage through _______.

Back 32

Repositioning

Front 33

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.

Back 33

Developing the research plan

Front 34

A successful CRM program can be expected to help a company achieve which one of the following.

Back 34

Providing higher levels of customer service

Front 35

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.

Back 35

Opinion Leaders

Front 36

Which of the following strategies would a company most likely use to increase customer satisfaction?

Back 36

Lowering prices or increasing its services

Front 37

To capture the full essence of customer relationship management, which of the following should a marketing manager take into consideration?

Back 37

owning customers for life, capturing a customer's lifetime value, building overall customer equity, creating a sense of community surrounding a brand

Front 38

Consumer research, product development, communication, distribution, pricing, and service are all most accurately described as core ________ activities.

Back 38

Marketing

Front 39

Ethnographic research ________.

Back 39

Is gathered in consumers in their natural habitat (where people live and work)

Front 40

Which of the following is a tool for monitoring strategic marketing performance?

Back 40

Marketing Dashboard

Front 41

Which of the following costs is most likely associated with the commercialization stage of new-product development?

Back 41

Building or renting a manufacturing facility,

Front 42

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

Back 42

Specialty Products

Front 43

Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.

Back 43

Marketing Control

Front 44

The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. In order to increase market share, managers may decide to ________.

Back 44

Use money from a cash cow to promote the pharmaceuticals division

Front 45

Which of the following combinations of expenses use up most household income?

Back 45

Housing, insurance, taxes

Front 46

Marketing information is only valuable when it is used to ________.

Back 46

Make better marketing decisions

Front 47

Information collected from online databases on the Internet is an example of ________ data.

Back 47

Primary Data

Front 48

Reverse auctions, trading exchanges, and company buying sites are all ways that companies can participate in ________.

Back 48

E-procurement

Front 49

Using concentrated marketing; the marketer goes after a ________ share of ________.

Back 49

Large; one or few niches

Front 50

Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value.

Back 50

Differentiating

Front 51

51. A detailed version of a new idea stated in meaningful customer terms is called a ________.

Back 51

Product Concept

Front 52

Amazon.com leverages relationships with its 35 million customers by offering them music, videos, gifts, toys, consumer electronics, and office products, among other product items. Based on previous purchase history, the company recommends related CDs, books, or videos that might be of interest. This helps Amazon.com capture a greater ________.

Back 52

Share of customer

Front 53

Niche marketing offers smaller companies the opportunity to compete by focusing their limited resources on serving niches that may be ________ or ________ larger companies.

Back 53

Unimportant to; overlook by

Front 54

The first step of the business buying process is ________.

Back 54

Problem Recognition

Front 55

A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.

Back 55

Personal Characteristics

Front 56

A society's ________ are expressed in how people view themselves, organizations, society, nature, and the universe.

Back 56

Cultural Values

Front 57

Four common sources of internal data supplied to internal databases include the accounting department, operations, the sales force, and the ________.

Back 57

Marketing Department

Front 58

________ is the place a product occupies in the consumer's mind relative to competitors' products.

Back 58

Product Position

Front 59

Which of the following is an example of a core belief?

Back 59

Marriage is important

Front 60

Percy Original caters to a market of individuals and households that buy goods and services for personal consumption. What type of market does Percy Original cater to?

Back 60

Consumer

Front 61

Elisandra, a marketing manager at a regional chain restaurant, has decided to create a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Elisandra's plan is an example of ________.

Back 61

Consumer-generated marketing

Front 62

Which positioning strategy offers consumers a "good deal" by offering equivalent-quality products or services at a lower price?

Back 62

Same-for-less

Front 63

Applying ________, marketers can affect demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.

Back 63

Learning theory

Front 64

A church targeting different demographic groups to increase attendance is an example of ________.

Back 64

Non-for-profit marketing

Front 65

When firms use symbols, colors, or characters to convey their personalities, they are using ________ differentiation.

Back 65

Image Differentiation

Front 66

A country with a(n) ________ economy consumes most of its own agricultural and industrial outputs and offers few market opportunities.

Back 66

Subsistence

Front 67

The real value of a company's marketing research and information system lies in the ________.

Back 67

Quality of customer insights it provides

Front 68

________ are human needs as shaped by individual personality and culture.

Back 68

Wants

Front 69

According to the text the best-known product portfolio planning method was developed by ________.

Back 69

The Boston Consulting Group

Front 70

After purchasing a product, the consumer will be satisfied or dissatisfied and will engage in ________.

Back 70

Postpurchase behaviour

Front 71

Because of an expected increase in ethnic populations, marketers are likely to place a greater emphasis on ________.

Back 71

Targeted advertising messages

Front 72

Increased marketing of home amenities such as high-end barbeques, hot tubs, and home entertainment centers has most likely been spurred by Canadians' changing views of ________.

Back 72

Others

Front 73

What is the most pressing in Maslow's Hierarchy of Needs at any given time?

Back 73

Physiological needs

Front 74

Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?

Back 74

Core customer values

Front 75

Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society. This is the ________ environment.

Back 75

Political

Front 76

Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________.

Back 76

Loyalty Status

Front 77

Marketing researchers usually draw conclusions about large groups of consumers by studying a small ________ of the total consumer population.

Back 77

Small Sample

Front 78

A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance.

Back 78

Style

Front 79

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

Back 79

Subcultures

Front 80

In CRM, findings about customers discovered through ________ techniques often lead to marketing opportunities.

Back 80

Data Mining

Front 81

An increasing number of Canadian workers work out of their homes with technological conveniences such as personal computers, high-speed Internet access, and fax machines. These workers are referred to as the ________ market.

Back 81

Millennial

Front 82

What is the first step in the marketing research process?

Back 82

Defining the problem and research objectives

Front 83

________ are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviours.

Back 83

Social classes

Front 84

Faced with determined competitive marketing intelligence efforts by competitors, most companies are now doing which of the following?

Back 84

Training employees on protecting company information

Front 85

Shania works hard to foster an emotional relationship between her Internet customers and the beauty products and services that she and her staff sell. By promoting a company culture that values exceptional value and service, Shania aims to create ________ by going beyond the expected.

Back 85

Customer Delight

Front 86

Afia, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong?

Back 86

Barnacles

Front 87

________ is the marketing logic by which a company hopes to achieve profitable customer relationships.

Back 87

Marketing Strategy

Front 88

The R-W-W framework asks three questions: Is it real? Can we win? Is it worth doing? Marketers should ask these questions during the ________ stage of the new-product development process.

Back 88

Idea Screening

Front 89

The green movement will likely spark the least interest in which of the following?

Back 89

Internet Usage

Front 90

When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission too ________.

Back 90

Broadly

Front 91

Which form of data below can usually be obtained more quickly and at a lower cost than the others?

Back 91

Secondary

Front 92

Marketers must be careful to guard against ________ when using age and life cycle segmentation.

Back 92

Stereityping

Front 93

Maslow's theory is that ________ can be arranged in a hierarchy.

Back 93

Human Needs

Front 94

________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions.

Back 94

Lifestyle

Front 95

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about ________ advertising.

Back 95

Subliminal

Front 96

Which of the following is one of the reasons a segment would be less attractive to a company?

Back 96

Substitute Products

Front 97

Through which of these sources of information is a competitor least likely to reveal intelligence information?

Back 97

Internal Marketing Meeting

Front 98

Juanita Castro is looking at whether her company's strategies are well matched to its opportunities. Juanita is utilizing ________.

Back 98

Strategic Control

Front 99

Choose the statement that is a typical consumer concern about intrusion on consumer privacy.

Back 99

Marketers build huge databases full of personal information about customers.

Front 100

Mountain Home Farms is now using the product/market expansion grid to develop strategies. The owners of the company have most likely found the grid to be quite useful for identifying ________.

Back 100

Growth Opportunities

Front 101

A society's basic values, perceptions, preferences, and behaviours are all part of its ________ environment.

Back 101

Cultural

Front 102

________ is the product life cycle period when sales fall off and profits drop.

Back 102

Decline

Front 103

A company's marketing environment includes various ________ that are made up of groups that have an actual or potential interest in, or impact on, an organization's ability to achieve its objectives.

Back 103

Publics

Front 104

________ should be market oriented and defined in terms of ________.

Back 104

Mission Statements; Customer Needs

Front 105

A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.

Back 105

Product Line

Front 106

Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?

Back 106

Occasion Segmentation

Front 107

Superior Auto Sales, a chain of high-end used car dealerships, wants to sum up its company positioning and brand positioning in a formal way. Superior's management would use a ________.

Back 107

Brand Positioning Statement

Front 108

Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed?

Back 108

SWOT analysis

Front 109

Which of the following is necessary for successful new-product development?

Back 109

A team –based, innovation-management approach

Front 110

Leona purchased two bottles of wine from vineyards in Australia. When asked her opinion of the wine, she said the burgundy wine tasted like alcoholic grape juice, but the Chablis had a crisp taste that she really enjoyed. These statements were made during the ________ stage of the purchase decision.

Back 110

Post purchase behaviour

Front 111

To be successful at marketing, companies must effectively turn marketing planning into ________.

Back 111

Marketing Implementation

Front 112

What are the two ways that a company can obtain new products?

Back 112

New-product development and acquisition

Front 113

A ________ consists of all the product lines and items that a particular seller offers for sale.

Back 113

Product Mix

Front 114

If the product or service passes the business analysis test, it moves into what stage?

Back 114

Product Development

Front 115

Which of the following forces would marketers be most likely able to influence?

Back 115

Media Publics

Front 116

With what groups do firms conduct concept testing for new products?

Back 116

Target Consumers

Front 117

________ is the most important consumer buying organization in society; the roles and influences of different members have been researched extensively.

Back 117

Family

Front 118

Which of the following would lead to greater competition in the maturity stage of the PLC?

Back 118

Overcapacity of products in the market

Front 119

According to management guru Peter Drucker, "The aim of marketing is to ________."

Back 119

Make selling unnecessary

Front 120

Despite the data glut that marketing managers receive, they frequently complain that they lack ________.

Back 120

Enough information of the right kind

Front 121

At the very least, the ________ identifies the product or brand. It might also describe several things about the product and promote the brand.

Back 121

Label

Front 122

The Niketown running club that organizes twice weekly evening runs for Nike customers is an example of a ________.

Back 122

Club Marketing Program

Front 123

123. Canada's Wonderland is identifying and developing new markets for its theme parks. Canada's Wonderland is exploring possibilities for ________.

Back 123

Market Development

Front 124

Environmental Service Company wants to practice effective positioning. To do so, the owners must ________ their marketing offering to give consumers more value than the services offered by competitors.

Back 124

Differentiate

Front 125

The creation of a successful new product depends on a company's understanding of its ________ and its ability to deliver ________ to customers.

Back 125

Customers, competitors, and markets; superior value

Front 126

A manufacturer with a product in the decline stage of the product life cycle might decide to ________ if it has reason to hope that competitors will leave the industry.

Back 126

Maintain the product without change

Front 127

Which of the following statements about the Internet is most accurate?

Back 127

The Internet allows anytime, anywhere connections to information, entertainment, and communication.

Front 128

You are directed to study the actors close to the company that affect its ability to serve its customers departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?

Back 128

The Microenvironment

Front 129

Consumer and business marketers use many of the same variables to segment markets. Business marketers use which of the following?

Back 129

Operational Behaviours

Front 130

In the second step of the marketing research process, research objectives should be translated into specific ________.

Back 130

Information needs

Front 131

________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance; it is therefore closely linked to customer value and satisfaction.

Back 131

Product Quality

Front 132

The Canadian population began shifting from large cities to ________.

Back 132

Suburbs and smaller urban populations

Front 133

The natural resources that are needed as inputs by marketers or that are affected by marketing activities are referred to as the ________.

Back 133

Natural Environment

Front 134

The art and science of choosing target markets and building profitable relationships with them is called ________.

Back 134

Marketing Management

Front 135

Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes?

Back 135

Industrial Products

Front 136

The markets you have chosen to serve in four western provinces can be effectively reached and served. You would tell the marketing manager that these segments are ________.

Back 136

Accessible

Front 137

A marketer focuses on several commonalities among all consumers. This marketer appears to be engaging in ________.

Back 137

Undifferentiated Marketing

Front 138

Which of the following measures the profits generated by investments in marketing activities?

Back 138

Marketing ROI

Front 139

In order to get their new products to market more quickly, many companies are adopting a faster, team-oriented approach called ________.

Back 139

Team-based new-product development

Front 140

Which of the following is an example of a type of market offering?

Back 140

Products, ideas, information, experiences.

Front 141

Marketers of automobiles, financial services, and travel are most likely to use which of the following types of segmentation?

Back 141

Income

Front 142

Assume that you are a manager at a firm that has hired lobbyists to influence legislation affecting your firm's industry to its advantage. Your firm takes a(n) ________ approach to the marketing environment.

Back 142

Proactive

Front 143

Few people can afford the best in everything they buy. At times everyone needs a product with less quality or performance with a correspondingly lower price. In this case, a consumer would purchase a product positioned with a ________ strategy.

Back 143

Less-for-much-less

Front 144

Which of the following statements is true regarding information collected by marketers?

Back 144

Managers lack information

Front 145

The three areas of consideration that should be balanced in the societal marketing concept are consumer wants, society's interests, and ________.

Back 145

Company profts

Front 146

Which of the following statements regarding marketing intelligence is true?

Back 146

Marketing intelligence is publicly available information

Front 147

The ________ environment consists of factors that affect consumer purchasing power and spending patterns.

Back 147

Economic

Front 148

Typically, customer information is buried deep in separate databases, plans, and records of many different company functions and departments. To overcome such problems, which of the following should you try?

Back 148

Customer Relationship Management

Front 149

The ________ concept calls for aggressive selling and promotion effort.

Back 149

Selling

Front 150

Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it?

Back 150

Demographic Factors

Front 151

The first step in strategic planning is to ________.

Back 151

Define the company mission

Front 152

If baby boomers are predictors of where product and service demand will be, increased demands will most likely be evident in ________ in the coming years.

Back 152

Financial Services

Front 153

After concept testing, a firm would engage in which stage in developing and marketing a new product?

Back 153

Marketing Strategy Development

Front 154

MTV targets the world's teenagers, who have similar needs and buying behaviour even though they are located in different countries. This is called ________ segmentation.

Back 154

Intermarket

Front 155

Suzie Chan strengthens her company's connections by treating suppliers of raw materials, vendors, and distributors as partners in delivering customer value. What type of management is she practicing?

Back 155

Supply Chain

Front 156

Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

Back 156

A company is more able to change a weakness than a threat

Front 157

Ford Motor Company emphasizes "Quality first Ford tough" in its truck products. The company has developed a differentiation strategy based on ________.

Back 157

Image

Front 158

A ________ is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.

Back 158

Product

Front 159

Peter Cramer is constantly involved in evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. Peter's current work is most accurately classified as ________.

Back 159

Marketing Control

Front 160

The buyer decision process consists of five stages. Which of the following is one of these stages?

Back 160

Evaluation of alternatives

Front 161

Which of the following is the best statement that reflects the economic crisis that began in 2008?

Back 161

The economic crisis caused a short-term change in consumers’ spending OR disposable incomes decreased

Front 162

When a market segment is large or profitable enough to serve, it is termed ________.

Back 162

Substantial

Front 163

In today's world, marketing should be done by ________ in an organization.

Back 163

Everyone

Front 164

According to your text, which of the following is perhaps the most important external source of new-product ideas?

Back 164

Customers

Front 165

________ is never simple, yet understanding it is the essential task of marketing management.

Back 165

Consumer buying behaviour

Front 166

Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?

Back 166

Production Concept

Front 167

________ involves looking at whether a company's basic strategies are well matched to its opportunities.

Back 167

Strategic Control

Front 168

You have just taken a new position in an organization and you're learning about the job functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction. Your manager is concerned with which one of the following?

Back 168

Customer relationship management

Front 169

Your local department of education has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the long-term benefits, both educational and professional, of reading every day. This is an example of a(n) ________ campaign.

Back 169

Social Marketing

Front 170

Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services.

Back 170

Market Offering

Front 171

Of the following, the best starting point to understanding how consumers respond to various marketing efforts is the ________ model of a buyer's behaviour.

Back 171

Stimulus-response

Front 172

When Wal-Mart customizes its merchandise store by store to meet shopper needs, it is practicing ________.

Back 172

Local Marketing

Front 173

Which of the listed choices is very important positioning task?

Back 173

Identifying a set of possible competitive advantages upon which to build a position

Front 174

Canadians are very mobile. Over the last half decade the Canadian population has shifted most heavily toward ________ provinces.

Back 174

Southern

Front 175

What are the four steps, in order, to designing a customer-driven marketing strategy?

Back 175

Market segmentation, targeting, differentiation, positioning

Front 176

A review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company's objectives is called a ________.

Back 176

Business analysis

Front 177

What are the two main types of research instruments used to collect primary data?

Back 177

Questionnaires and mechanical devices

Front 178

Which of the following is a real disadvantage of Web-based research?

Back 178

Control over who respondents are

Front 179

You have just created the "perfect" ad. It communicates the full mix of benefits upon which the brand is differentiated and positioned. This full positioning of the brand is called ________.

Back 179

Its value proposition

Front 180

The purpose of idea generation is to create a ________ of ideas. The purpose of succeeding stages is to ________ that number.

Back 180

Large number; reduce

Front 181

Emerson Studios, a chain of 25 portrait stores in five provinces and territories, has organized its marketing organization into different marketing activities that are headed by specialists. What type of organization is this?

Back 181

Functional

Front 182

There ________ to segment a market.

Back 182

Is no single way

Front 183

Juana looked at her September issue of Macleans magazine and did not see anything of interest. After her mother was diagnosed with bipolar disorder, she found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The September issue of the magazine became quite interesting to Juana due to ________.

Back 183

Selective attention

Front 184

A vendor for Ford Motor Company received the following message from one of Ford's marketing managers: "As we move forward during the 21st century, it is incumbent upon us to inform you that Ford is committed to building profitable customer relationships by creating environmentally better cars and getting them to market faster at lower costs." The marketing manager is most likely referring to Ford's ________.

Back 184

Mission Statement

Front 185

The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. Therefore, these segments are ________.

Back 185

Differentiable

Front 186

In a SWOT analysis, which of the following refers to factors in the external environment?

Back 186

Opportunities

Front 187

________ involves designing and producing the container or wrapper for a product.

Back 187

Packaging

Front 188

Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials and components to final buyers who purchase final products.

Back 188

Supply chain management

Front 189

Which of the following is the best advice about creating research questionnaires?

Back 189

Use simple, direct, and unbiased language

Front 190

Which demographic group was once labeled "the MTV generation" but has become the most educated generation to date?

Back 190

Generation X

Front 191

All of the groups within a company are called the ________.

Back 191

Internal environment

Front 192

A firm that uses the selling concept takes a(n) ________ approach.

Back 192

Inside-out

Front 193

Members of the sales team at Dekko International visit only prospective customers who purchase a minimum of $50,000 of insulated wire per year. Dekko is using ________.

Back 193

Customer profitability analysis

Front 194

The U.S.-based company Wal-Mart, the world's largest retailer, has successfully launched its stores in Mexico, Canada, the U.K., and Germany, and other nations. This is an example of how Wal-Mart is pursuing ________ as a growth strategy.

Back 194

Market Penetration

Front 195

The primary concern for consumers with the boom in Internet marketing is ________.

Back 195

Privacy

Front 196

You are directed to study the factors that are larger societal forces that affect your company demographic, economic, natural, technological, political, and cultural. What are you studying?

Back 196

The macroenvirontment

Front 197

The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviours is called ________.

Back 197

Market Segmentation

Front 198

A customer's lifestyle can be measured using the AIO dimensions. What does AIO stand for?

Back 198

Activities, Interests, Opinions

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The study of consumer behaviour begins and ends with ________.

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The individual / consumer