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| Marketing is involved and necessary when: |
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Definition
| B. Buyers have many choices |
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| What is not consistent with the marketing concept? |
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| C. Customer's needs served at all costs |
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| ________ driven approach is an aggressive push the catalog approach to marketing |
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| Stragetic and Tactical oriented decisions in a customer oriented organization should be made: |
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| A. Cross-sectionally and cross-divisionally |
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| Example of Internal Change: |
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| Example of External Change: |
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| C. Change in customer preference |
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| ______ is the criterion by which the success or failure of startegy is measured |
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| Stage of Product Life Cycle |
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| Shape of Product Life Cycle |
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| A stage in the Product Life Cycle where growth and size of the market are low? |
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| Information sources for a particular problem being studied are.... |
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| This is true regarding secondary sources... |
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Definition
| B. less expensive than primary |
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| The most common misuse of focus groups is attempting to use them to.... |
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Definition
| C. draw general conclusions |
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Term
| A serious problem with survey research when people who respond to survey different than those who dont: |
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| Craig is the CMO of speedo connect, internet provider whose been losing market share for 3 quarters. Doing a customer analysis for understanding weaknesses which group is most essential? |
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| Which analysis aims to group customers that differ but show considerable similarity with the group? |
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Term
| Why is the concept of segmentation important? |
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Definition
| D. it implies that customers are heterogeneous |
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Term
| Which types of variables seperate people by income, age, occupation, etc.? |
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| Example of psychographic variable: |
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| VALS system, _____ are sophisicated, successful, active people with high self esteem. |
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| VALS system, ________ are mature, satisfied, comfortable people who value order, knowledge, and responsibility. |
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| Which best describes conservative, conventional people who revolve around family and church? |
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| Marketing managers interested in variables such as usage rate and the degree of loyalty: |
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Term
| What best desrcibes a major source of secondary information on market segments? |
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Term
| First step in customer behavioral model is? |
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| Example of internal source of information: |
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Term
| When a firm markets a product or service to another organization it is called? |
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| ____________ model, requires information about how important or useful each attribute is to the customer making choices and how the customer percieves the company. |
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Term
| Which of the following is referred to as the 4 P's? |
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| Which usually describes a company's major business thrust, orientation, and philosophy? |
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Term
| Market development strategy: |
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Definition
| B. usually implemented in markets where growth rate is slowing |
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Term
| Once the decision is made to enter a country the most important decision is: |
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| Differentiation to develop a competitive advantage, this approach is: |
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Definition
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Term
| Best method of attaining a low cost advantage: |
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Definition
| A. take advantage of economies of scale |
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Term
| A firm can compete on price if they: |
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Term
| Which best defines perceptual mapping? |
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Definition
| C. measures perceptions of competing products on a variety of attributes |
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Term
| Organization Marketing is also known as: |
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Definition
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| Which best describes routine purchases made by the same supplier? |
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Definition
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| Which purchasing decision should the supplier focus on maintaining a good relationship with customer that focuses on timely deleveries at an expected quality level? |
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Term
When marketing a product to an organization it is vital to understand that:
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Definition
| C. many individuals are involved in the purchasing decision |
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Term
| Sales promotion activity will be tracked by which area of the organization's marketing mix? |
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Term
| The term conservative refers to the term in the adoption stage: |
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Term
| Analyzing strengths and weaknesses of competitors in current and future: |
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Definition
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Term
| Value proposition offered by competitors marketing mix used by them will most likely fall under which part of competitor: |
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Definition
| B. assessment of competitors current marketing strategies |
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Term
| When a marketing manager conducts analysis of own business they use? |
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| Good example of an industry: |
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| Product category also known as a: |
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| Brand loyalty is a component of: |
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| In the Matrix, when market growth of product is low but the market share is high is known as a: |
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