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45 Cards in this Set
- Front
- Back
________ is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
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Marketing
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Philippe owns a store that sells lampshades. The process of receiving money in return for lamp shades is
________. |
exchange
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A convenience store offers ________ utility by being open 24 hours each day.
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time
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A sporting goods store that sells fishing licenses at the start of each sport fishing season is creating ________
utility. |
time
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The era in marketing history characterized by the notion that a good product will sell itself is known as the
________ era. |
production
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The current marketing period where companies emphasize customer satisfaction is referred to as the ________
era. |
relationship
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As the result of a hurricane heading toward the coastal area of , residents rushed to purchase plywood to cover
their windows. Retailers who carried plywood were operating in a ________. |
seller's market
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Maria is campaigning for city council and talks with prospective voters in her ward about their concerns. Maria
is engaged in ________ marketing. |
person
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Which of the following is the first step in developing a marketing strategy?
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Identify a target market
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Companies use ________ to focus on a specific consumer market by combining product, distribution,
promotion, and pricing strategies. |
a marketing mix
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Which of the following marketing decision areas may be subject to government regulation and public scrutiny
but can be a powerful competitive tool for a business? |
Pricing strategy
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Ida works on creating ways to ensure that customers receive goods at the right time and correct location. Ida is
involved in her firm's ________ strategy. |
distribution
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Joe is developing the marketing mix for his company's new line of power tools..... Now Joe is concentrating his efforts on developing the best advertising plan for the product line. The advertising plan is part of Joe's ________ strategy.
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promotional
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All of the following are internal sources of data EXCEPT ________.
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competitor's sales
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Luke works as a marketing researcher and goes online to obtain information from government publications for
census data and demographics. What type of data is Luke researching? |
Secondary data`
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A bundle of physical, service, and symbolic attributes designed to satisfy customer wants is called ________.
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a product
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Items that consumers purchase frequently, immediately, and with little effort are ________ products.
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convenience
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Products purchased only after the consumer has compared competing products in competing stores on the basis
of price, quality, style, and color would be classified as ________. |
shopping products
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Only a few Jaguar dealers are located in the metropolitan area. For buyers who will accept no substitute, Jaguar
automobiles are ________. |
specialty products
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Which of the following classifications of products apply to business goods and services?
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Installation and accessory equipment
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Which classification of business goods is usually consumed over a long period and usually involves large sums of
money? |
Capital items
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A combination of product lines represents a company's ________.
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product mix
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A product line is a group of ________ products marked by physical ________.
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related; similarities
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Coppertone manufactures sunscreens with various SPF factors, which constitutes the company’s ________.
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product line
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Since potential customers are unaware of a product during its introductory stage, initial promotion concentrates
on ________. |
informing the market about the item and explaining its features, uses, and benefits
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In which stage of the product life cycle do competitors enter the field with similar offerings?
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Growth stage
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A brand that has been given legal protection is known as a ________.
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trademark
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When Kroger's grocery store puts its own line of detergent on the shelf next to Tide, the store is promoting its
________ brand. |
private
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Dole Food Company uses a(n) ________ brand to market the company’s entire line of food products, including
canned fruits and packaged salads. |
family
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Raoul's job is to make sure that his company's goods get from the warehouse to retailers in a timely fashion.
Raoul's job involves the ________ function. |
distribution
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In an effort to boost the entire pork industry, the National Pork Board sponsors an advertisement stating, "Pork.
The Other White Meat." This type of promotion is called ________. |
primary demand
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Nike uses sports stars to increase sales by enhancing the public’s ________ demand for their brand.
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selective
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Which of the following manufacturers and products would likely spend more on personal selling than on
nonpersonal selling? |
Boeing, 737 jetliners
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A major portion of U.S. advertising is designed to ________.
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provide information
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When a firm tries to differentiate its products, it often applies a concept known as ________.
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positioning
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Dunkin' Donuts uses __________ advertising when it tells people that "hard-working" people prefer their coffee
over the high-priced Starbucks. |
comparative
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The goal of ________ advertising is to maintain awareness of the usefulness of a product.
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reminder-oriented
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Dell Computer is offering $100 cash back on the purchase of a computer. This is an example of
a(n)___________. |
rebate
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Trade promotion is ________.
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used to promote goods or services to marketing intermediaries
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Although a salesperson's work can vary significantly from one company to another, it usually involves a mix of
creative selling, missionary selling, and __________. |
order processing
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What can a firm do if it is too difficult or too expensive to have salespeople meet all potential customers in
person? |
Use telemarketing
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Salespeople determine if prospects have the financial ability and authority to buy through ________.
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qualifying
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The process of finalizing a sale is the ________.
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closing
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Dell Computer provides inner city schools with free computers and wireless Internet access. This is an example
of ________. |
public relations
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A pushing promotional strategy is ________.
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designed to market the product, product line, or service to wholesalers and retailers
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