question

accounting procedures that can quantify the true profitability of different activities by identifying their actual costs

answer

activity based costing

question

an individuals decision to become a regular user of a product

answer

adoption

question

any paid form of nonpersonal presentation and promotion of ideas goods or services by an identified sponsor

answer

advertising

question

a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time

answer

advertising objective

question

when consumers arrive at an initial judgment and then make adjustments of their first impressions based on additional information

answer

anchoring and adjust heuristic

question

to resolve a conflict when two parties agree to present their arguments to one or more arbitrators and accept their decision

answer

arbitration

question

the price charged by other compeitors for the same or similar product

answer

arms length price

question

groups a person hopes or would like to join

answer

aspirational groups

question

a conceptual representation that views memory as consiting of a set of nodes and interconnecting links where nodes represent stored information or concepts and link represent the strength of association between this information or concepts

answer

associative network memory model

question

a persons enduring favorable or unfavorable evlaution, emotional feeling and action tendencies toward some object or idea

answer

attitude

question

a product that includes features that go beyond consumer expectations and differentiate the product from competitors

answer

augmented product

question

the set of consumers who have interest, income and access to a particular offer

answer

available market

question

when consumers base their predictions on the quickness and ease with which a particular example of an outcome comes to mind

answer

availability heuristic

question

the cost per unit at a given level or production; it is equal to total cost divided by production

answer

average cost

question

reintroducing earlier product forms that can be well adapted to a foreign countries needs

answer

backward invention

question

small rectangular boxes containig text and perhaps a picture to support a brand

answer

banner ads

question

what specifically the actual product is

answer

basic product

question

a descriptive thought that a person holds about something

answer

belief

question

a name, term, sign , symbol or design or a combiantion of them intended to identify the goods or services or one seller or a group of sellers and to differentiate them from those competitors

answer

brand

question

key representatitves from functions that affect the brands performance

answer

brand asset management team

question

all brand related thoughts, feelins, perceptions images experiences beliefs attitudes and so on become linked to the brand node

answer

brand associations

question

a consumer focused exercise that involves a series of procedures to assess the health of the brand, uncover its sources or brand equity and suggest ways to imporve and leverage its equity

answer

brand audit

question

a specialized community of consumers and employees whose identification and activities focus around the brand

answer

Brand community

question

any information bearing experience a customer or prospect has with the brand, the product category or the market taht realtes to the marketers product or service

answer

brand contact

question

the index of brand sales to category sales

answer

brand development index

question

when consumers no longer associate a brand with a specific product or highly similar products or start thinking less favorably of the brand

answer

brand dilution

question

those trademarkable devices that serve to identify and differentiate teh brand such as brand name, logo or character

answer

brand elements

question

the added value endowedto products and services

answer

brand equity

question

the 3 main ways you build brand equity through choice of brand elements, marketing programs and activities and leveraging secondary associations

answer

brand equity drivers

question

a companys use of an established brand to introduce a new product

answer

brand extension

question

all the thoughts feelings images experiences beliefs and so on that become associated with the brand

answer

brand knowledge

question

all products, original as well as line and category extensions sold under a particular brand name

answer

brand line

question

the set of all brand lines that a particuar seller makes available to buyers

answer

brand mix

question

the specific mix of human traits taht may be attributed to a particular brand

answer

brand personality

question

the set of all brands and brand lines a particular firm offers for sale to buyers

answer

brand portfolio

question

the marketers vision of what the brand must be and do for cusotmers

answer

brand promise

question

quantitative data collected from consumers over time to provide consistent baseline information about how brands and marketing programs and performing

answer

brand tracking studies

question

an estimate of the total financial value of the brand

answer

brand valuation

question

a structured approach to assessing the sources and outcomes of brand equity and the manner in which marketing activities create brand value

answer

brand value chain

question

specific brand lines uniquely supplied to different retailers or distribution channels

answer

branded variants

question

endowing products and services with the power of a brand

answer

branding

question

the number and nature of common and distinctive brand elements applied to the different products sold by the firm

answer

branding strategy

question

existing companies that have added an online site for information or e commerce

answer

brick and click

question

complete information about business customers past purchases, past volumes, prices and profits

answer

business database

question

all the organization that acquire goods and services used in the production of other products or services that are sold rented or supplied to others

answer

business market

question

long lasting goods that facilitate developing or managing the finished product

answer

capital items

question

products that are necessary to the use of other products, such as razor blades or film

answer

captive products

question

using the parent brand to brand a new product outside the product category currently served by the parent brand

answer

category extension

question

the products or sets of products with which a brand competes and that function as close substitutes

answer

category membership

question

marketing that links a firms contributions toa designated cause to customer engaging directly or indirectly in revenue producing transactions with the firm

answer

cause related marketing

question

when one channel members actions prevent the channel from achieving its goal

answer

channel conflict

question

when channel members are brought together to advance teh goals of the channel as opposed to their own potentially incompatible goals

answer

channel coordination

question

the ability to alter channel members actions prevent the channel from achieving its goal

answer

channel power

question

programs open to everyone who purchases a product or service or limited to an affinity group of those willing to pay a small fee

answer

club membership program

question

two or more well knwon brands are combined into a joint product or marketed together in some fashion

answer

co branding

question

groups of individuals born during hte same time period who travel through life together

answer

cohorts

question

changing marketing communication programs for each local market

answer

communication adaption

question

determining whether an ad is communicating effectively

answer

communication effect research

question

often housed on internal web sites when employees from different departments are encouraged to share knowledge and skills with others

answer

communities of practice

question

the companys estimated share of market demand at alternative levels of company marketing effort ina given time period

answer

company demand

question

the expected level of company sales based on a chosen marketing plan and an assumed marketing environment

answer

company sales forecast

question

the sales limit approached by company demand as company marketing effort increases relative to that of competitors

answer

company sales potential

question

a companys ability to perform in one or more ways that competitors cannot or will not match

answer

competitive advantage

question

closely linked to target market decision defines which other brands a brand competes with and which should thus be the focus of competitive analysis.

answer

competitive frame of reference

question

the degree to which all the produced units are identical and meet the promised specification

answer

conformance quality

question

a method for deriving the utlity values that consumers attach to varying levels of a products attributes

answer

conjoint analysis

question

the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative tha tmeets the minimum standards for all attributes

answer

conjunctive heurisitc

question

the mental steps through which an individual passes from first hearing about an innovation to final adaption

answer

consumer adoption process

question

the study of how individuals, group or organizations elect, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs or wants

answer

consumer behavior

question

the level of engagement and active processing undertaken by the consumer in responding to a marketing stimulus

answer

consumer involvement

question

an organized movement of citizens and government to strengthen the rights and powers of buyers in relation to sellers

answer

consumerist movement

question

putting the goods into boxes or trailers that are easy to transfer between two transportation nodes

answer

containerization

question

manufacturers reps sales agents and brokers who are paid a commission based on sales

answer

contractual sales force

question

good the consumer purchases frequently immediately and with a minimum of effort

answer

convenience goods

question

an independent producer, wholesaler or retailer

answer

conventional marketing channel

question

an effort by one organization to win the support of the leaders of another by including them in advisory councils, boards of directors and the like

answer

co optation

question

the service or benefit the customer is really buying

answer

core benefit

question

attribute that is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits has applications in a wide variety of markets and is difficult for competitors to imitate

answer

core competency

question

the belief systems that underline consumer attributes and behaveior and that determine peoples choices and desires over the long term

answer

core values

question

the shared experiences, stories, beliefs and norms that characterize an organization

answer

corporate culture

question

corporately owned retailing outlets that achieve economies of scale, greater purchasing power, wider brand recognition and better trained employees

answer

corporate retailing

question

offering other items in payment for purchases

answer

Counter trade

question

network planning techniques to coordinate the many tasks in launching a new product

answer

critical path scheduling

question

individuals or start ups fund their projects by using social media and other means to generate interest and conributions from the general public

answer

crowd funding

question

paid or unpaid outsiders who can offer needed expertise or a different perspective on a task or project such as with new product development

answer

crowd sourcing

question

stimuli that determine when where and how a person responds

answer

cues

question

the fundamental determinant of a persons wants and behavior

answer

culture

question

the differential effect that brand knowledge has on a consumer response to the marketing of that brand

answer

customer based brand equity

question

high customer defection

answer

customer chern

question

data information systems and advice services that the seller offers to buyers

answer

customer consulting

question

an organized collection of comprehensive information about individual customers or prospects that is current accessible and actionable for marketing purposes

answer

customer database

question

the sum of lifetime values of all customers

answer

customer equity

question

the net present value of the stream of future profits expected over the customers lifetime purchases

answer

customer lifetime value

question

a set of names addresses and telephone numbers

answer

customer mailing list

question

deals with individual customers rather than the mass market or even market segments

answer

customer management organization

question

the difference between the prospective customers evaluation of all the benefits and all the costs of an offering and the perceived alternatives

answer

customer perceived value

question

how well the company is doing year after year on particular customer based measures

answer

customer performance school card

question

a means of assessing and ranking customer profitability through accounting techniques such as activity based costing

answer

customer profitability analysis

question

the process of carefully managing detailed information about individual customers and all customer touch points to maximize customer loyalty

answer

customer relationship management

question

training the customers employees to use the vendors equipment properly and efficiently

answer

customer training

question

report of the company's strengths and weaknesses relative to various competitors

answer

customer value analysis

question

5 product levels that must be addressed by marketers in planning a market offering: core benefit; basic product; expected product; augmented product and potential product

answer

customer value hierarchy

question

the analysis of individual data on prospects and customers to develop marketing strategies to acquire and retain customers and drive customer behavior

answer

customer value management

question

offering other items in payment for purchases

answer

countertrade

question

the extracting of useful information about individuals trends and segments from the mass of data

answer

data mining

question

a collection of current data captured, organized and stored in a companys contact center

answer

data warehouse

question

the process of building, maintaining and using customer databases and other databases for the purpose of contacting, transacting and building customer relaitonship

answer

database marketing

question

basic frames or orientations that consumer have toward the world around them

answer

deep metaphors

question

how well the product or service is delivered to the customer

answer

delivery

question

the process of designing the supply chain based on adopting a target market perspective and working backwards

answer

demand chain planning

question

identifying the effect sponsorship has on consumers brand knowledge

answer

demand side method

question

the totality of features that affect how a product looks, feels and functions to a consumer

answer

design

question

product categories that have the greatest impact on where households choose to shop and how they view a particular retailer

answer

destination categories

question

when each side sends a person or group to meet with its counterpart to resolve a conflict

answer

diplomacy

question

full or part time paid employees who work exclusively for the company

answer

direct sales force

question

the use of consumer direct channels to reach and deliver goods and services to customers without using marketing middle men

answer

direct marketing

question

marketing in which direct marketers seek a measurable response, typically a customer order

answer

direct order marketing

question

a way of measuring a products handling costs from the time it reaches the warehouse until a customer buys it in the retail store

answer

direct product profitability

question

the process of recognitzing differences in sets of similar stimuli and adjusting responses accordingly

answer

discrimination

question

small rectangular boxes containing text and perhaps a picture to support a brand online

answer

display ads

question

those groups whose values or behavior an individual rejects

answer

dissociative group

question

building a planned professional managed vertical marketing system that meets the needs of both manufacturer and distributer

answer

distribution programming

question

a strong internal stimulus impelling action

answer

drive

question

adapting both the product and the communications to the local market

answer

dual adaption

question

situation in which a company charges either less than its cost or less than it charges in its home market in order to enter or win a market

answer

dumping

question

a measure of products expected operating life under natural or stressful conditions

answer

durability

question

tangible goods that normal survive many uses by consumers require more personal selling and service, command a higher margin and require more seller guarantees

answer

durable goods

question

a company or site offers to transact or faciliatate the selling or products and services online

answer

e commerce

question

situation in which the consumer compares brands on an attribute selected probabilistically and brands are eliminated if they do not meet minimum acceptable cutoff levels

answer

elimination by aspects heuristic

question

a challenge posed by an unfavorable trend or development that would lead to lower sales profit

answer

environmental threat

question

a particular observational research approach that uses concepts and tools from anthropology and other social science discipline to provide deep cultural understanding of how people live and work

answer

ethnographic research

question

in retailing a constant low price with few or no price promotions and special sales

answer

everyday low pricing

question

severely limiting the number of intermediaries in order to maintain control over the service level and outputs offered by resellers

answer

exclusive distribution

question

consumer evaluate products and service by combining their brand beliefs - positive and negative- according to their weighted importance

answer

expectancy value model

question

a set of attributes and conditions buyers normally expect when they purchase this product

answer

expected product

question

a decline in the average cost with accumulated production experience

answer

experience curve

question

the most scientifically valid research designed to capture cause and effect relationships by eliminating competing explanations of the observed findings

answer

experimental research

question

a craze that in predictable short lived and without social economic and political significance

answer

fad

question

stituation in which the parent brand ia already associated with multiple products through brand extensions

answer

family brand

question

parents and siblings

answer

family or orientation

question

spouse and children

answer

family of procreation

question

things that enhance the basic function of a product

answer

features

question

costs that do not vary with production of sales revenue

answer

fixed costs ( Overhead)

question

a naked solution containing the product and service elements that all segment members value and discretionary options that some segment members value

answer

flexible market offering

question

a gathering of 6 to 10 people who are carefully selected based on certain demographic, psychographic or other considerations and brought together to discuss various topics of interest

answer

focus groups

question

the art of anticipating what buyers are likely to do under a given set of conditions

answer

forecasting

question

the size shape or physical structure of a product

answer

form

question

creating a new product to meet a need in anotehr country

answer

forward invention

question

designed to provide rewards to customers who buy frequently and in substantial amounts

answer

frequency programs

question

unbranded plainly packaged less expensive versions of common products such as spaghetti paper towels and canned peaches

answer

generics

question

a firm that operates in more than one country and captures R&D production logistical marketing and financial advantages in its costs and reputation that are not available to purely domestic competitors

answer

global firm

question

in industry in which the strategic positions of competitors in major geographic or national markets are fundamentally affected by their overall global position

answer

global industry

question

the process of developing specific goals for the planning period

answer

goal formulation

question

price based largely on competitors prices

answer

going rate pricing

question

branded products diverted from normal or authorized distribution channels in the country of product origin or across international boarders

answer

gray market

question

when people have a genral tendency to attribute success to themselves and failure to external causes

answer

hedonic bias

question

rules of thumb or mental shortcuts in the decision process

answer

heuristics

question

charing higher prices on an everyday basis but then running frequent promotions and special sale

answer

high low pricing

question

a concept based on the development design and implementation of marketing programs processes and activities that recognized their breadth and interdependencies

answer

holistic marketing

question

two or more unrealted companies put together resources or programs to exploit an emerging market opportunities

answer

horizontal marketing system

question

product management organization where brand or product manager is figuratively at the center with spokes leading to various departments representing working relationships

answer

hub and spoke system

question

a group of firms that offer a product or class of products that are close substitutes for one another

answer

industry

question

a group of firms that offer a product or class of products that are close substitutes for one another

answer

informational appeal

question

a special case of co branding that involves creating brand equity for mateirals components or parts that are necessarily contained within other branded products

answer

ingredient branding

question

any good service or idea that is perceived by someone as new

answer

innovation

question

the spread of a new idea from its source of invention or creation to its ultimate users or adopters

answer

innovation diffusion process

question

the work done to make a product operational in its planned location

answer

installation

question

schools, hospitals, nursing homes, prisons and other institutions that must provide goods and service to people in their care

answer

institutional market

question

materials management, material flow systems and physical distribution abetted by information technology

answer

integrated logistics systems

question

mixing and matching marketing activities to mximize their individual and collective efforts

answer

integrated marketing

question

the strategies and tactics of selling through one channel reflect the strategies and tactics of selling through one or more channels

answer

Integrated marketing channel system

question

a concept of marketing communications planning that recognized the added value of a comprehensive plan

answer

integrated marketing communications

question

the manufactuer placing the goods or services in as many outlets as possible

answer

intensive distribution

question

activities and process that help inform and inspire employees

answer

internal branding

question

an element of holistic marketing; the task of hiring training and motivating able employees who want to serve customers well

answer

internal marketing

question

advertisements, often with video or animation, that pop up between pages of a website

answer

interstitials

question

small scale wholesalers who sell to smell retialers

answer

jobbers

question

a company in which multiple investors share ownership and control

answer

joint venture

question

producing goods with minimal waste of time, materials and money

answer

lean manufacturing

question

changes in an individuals behavior arising from experience

answer

learning

question

a consumer choosing the best brand on the basis of its perceived most important attribute

answer

lexicographic heuristic

question

one whose brnad name has been licensed to other manufacterers who actually make the product

answer

licensed product

question

the products purchase cost plus the discounted cost of maintenance and repair less the discounted salvage value

answer

life cycle cost

question

a persons major concern such as going through a divorce, going into a second marriage, taking care of an older parent, deciding to cohabit with another person, deciding to buy a new home and so on

answer

life stage

question

a persons pattern of living in the world as expressed in activities interests and opinion

answer

lifestyle

question

the parent brand is used to brand a new product that targets a new market segment withina product category currently served by the parent brand

answer

line extension

question

a company lengthens its product line beyond its current range

answer

line stretching

question

a permanent repository of information

answer

long term memory

question

a commitment to rebuy or repatronize a preferred product or service

answer

loyalty

question

the service program for helping customers keep purchased products in good working order

answer

maintenance and repair

question

various groups of customers

answer

market

question

identifying all potential buyers in each market and estimating their potential purchases

answer

market build up method

question

companies that are organized along market lines

answer

market centered organizations

question

the total volume of a product that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program

answer

market demand

question

the market demand corresponding to the level of industry marketing expenditure

answer

market forecast

question

planning the infastructure to meet demand then implementing and controlling the physical flows or materials and final goods from points of origins to points of use

answer

market logistics

question

a market manager supervising several market development managers, market specialists or industry specialist and drawing on functional services as needed

answer

market management organization

question

a comparison of the current level of market demand to the potential demand level

answer

market penetration index

question

the limit approached by market demand as inudstry marketing expenditures approach infinity for a given market

answer

market potential

question

a higher level of selective demand for a product

answer

market share

question

pricing strategy where prices start high and are slowly lowered over time to maximize profits from less price sensisitve customers

answer

market skimming pricing

question

someone who seeks a response from another party called the prospect

answer

marketer

question

the activity set of institutuions and processes for creating, communicating, delivering and exchanging offering that have value for for customers

answer

marketing

question

a comprehensive systematic independent and periodic examination of a companys or business unit marketing environment objectives strategies and activities

answer

marketing audit

question

the particular set of marketing channels employed by a firm

answer

marketing channel system

question

sets of independent organizations involved in the process of making a product or service available for use or consumption

answer

marketing channels

question

the means by which firms attempt to inform, persuade and remind consumers directly or indirectly about products and brands that they sell

answer

marketing communications

question

advertising, sales promotion events and experiences public relations and publicity direct marketing and personal selling

answer

marketing communications mix

question

holds that the key to achieving organizational goal is being more effective than competitors in creating, delivering and communicating superior customer value to target markets

answer

marketing concept

question

a structured way to disseminate the insights gleaned from marketing metrics and marketing mix models

answer

marketing dashboards

question

a coordinated collection of data, systems, tools and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and the environment and turns into a basis for marketing action

answer

marketing decision support system

question

identifies the percentage of the potential target market at each stage in the decision process, from merely aware to highly loyal

answer

marketing funnel

question

the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plans stated objectives

answer

Marketing implementaTion

question

people equiptment and procedures to gather sort analyze evalute and distribute information to marketing decision makers

answer

marekting information system

question

diagnostic information about how and why certain effects are observed in the marketplace and what that means to marketers

answer

marketing insights

question

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

answer

marketing intelligence system

question

the art and science of choosing target markets and getting, keeping and growing customers through creating delivering and communication superior customer value

answer

marketing management

question

the set of measure that helps firm to quantify compare and interpret their marketing performance

answer

marketing metrics

question

the company and its supporting stakeholders with whom it has built mutually profitable business relationships

answer

marketing network

question

an area of buyer need and interest in which there is a high probablity that a company can profitabily satisfy a need

answer

marketing opportunity

question

system used to determine the attractiveness and probablity of success

answer

market opportunity analysis

question

the process of investigating the hierarchy of attributes consumers examine in choosing a brand if they use phased decision strategies

answer

marketing paritioning

question

written document that summarizes what the marketer has learned about th emarketplace indicates how the firm plans to reach its marketing objectives and helps direct and coordiante the marketing efforts

answer

marketing plan

question

publicity and other activities that build coprorate or product image to faciliatte marekting goals

answer

marketing public relations

question

pricing an item by adding a standard increase to teh products cost

answer

markup

question

the ability of a company to meet each customers requirements

answer

mass customization

question

situation in which the parent brand is already associated with multiple products through brand extensions

answer

master brand

question

goods that enter the manufacturers product completely

answer

materials and parts

question

finding the most cost effective media to deliver the desired number and type of exposures to the target audience

answer

media selection

question

when a neuteral third party skilled in conciliating two parties interests is brought in to resolve a dispute

answer

mediation

question

a large social, economic, political or technological change that is slow to form and once in place has an influence for seven to ten years or longer

answer

megatrend

question

groups having a direct influence on a person

answer

membership groups

question

how and wher einformation gets into memory

answer

memory encoding

question

how and from where information gets out of memory

answer

memory retrieval

question

the manner by which consumers code categorize and evaluate financial outcomes of choices

answer

mental accounting

question

examination of specific products and territories that fail to produce expected sales

answer

microsales analysis

question

a limited area on the wb managed and paid for by an external advertiser/ company

answer

microsite

question

a statement that an organization develops to share with managers employees and in many cases consumers

answer

mission statement

question

the seller offers good both individual and in bundles

answer

mixed bundling

question

bite sized software programs that can be downloaded to smart phones

answer

mobile apps

question

a need aroused toa sufficient level of intensity to drive us to act

answer

motive

question

a single firm uses two or more marketing channels to reach one or more customer segments

answer

multichannel marketing

question

doing two or more things at the same time

answer

mutlitasking

question

analysis that encompasses company list price average discount promotional spending and co op advertising to arrive at net price

answer

net price analysis

question

brain research on the effect of marketing stimuli

answer

neuromarketing

question

in consumer choice, when consumers do not simultaneously consider all positive and negative attribute considerations in making a decision

answer

noncompensatory models

question

tangible goods purchased frequently and normally consumed in one or a few uses

answer

nondurable goods

question

when mutiple channels work seamlessly together and match each target cusotmers preferred ways of doing business regardless of whether customers are online in the store or on the phone

answer

omnichannel marketing

question

the person in informal, product related communications who offer advice or information about aspecific product or product category

answer

opinion leader

question

how easy it is for the customer to place an order with the company

answer

order ease

question

a companys structures policies and corporate culture

answer

organization

question

the decision makign process by which formal organizations establish the need for pruchased products and services and identify evaluate and choose among alternative brands and suppliers

answer

organizational buying

question

the companys sales expressed as apercentage of total market sales

answer

overall market share

question

all the activities of designing and producing the container for a product

answer

packaging

question

marketers bid on search terms when a cosnumer searches for those words using google, yahoo or bing, the markets ad will appear on the rsults page and advetisers pay only if people click on links

answer

paid search

question

an existing brand that gives birth to a brand extension

answer

parent brand

question

activities the firm undertakes to build mutually satisfying long temr relations with key partners such as suppliers distirbuters ad agencies and marketing research suppliers

answer

partner relationship managment

question

the st of consumers who are buying a companys product

answer

penetrated market

question

the value promised by the companys value proposition and perceived by the cusomter

answer

perceived value

question

the process by which an individual selects, organizes and interprets information inputs to creat a meaningful picture of the world

answer

PERCEPTION

question

the level at which the products primary characteristics operate

answer

performance quality

question

two or mor persons communicating directly face to face, person to audience over the telephone or through email

answer

personal communications channel

question

the effect one person has on anothers attitude or pruchase probablity

answer

personal influence

question

a set of distinguishing human pscyhological traits that lead to relatively consistent responses to environmental stimuli

answer

personality

question

ads that appear outside of home and where consumers work and play

answer

place advertising

question

the location where a purchase is made, typically thought of in terms of a retail setting

answer

points of purchase

question

attributes or benefits that consuemrs strongly associate with a brand positively evaulate and believe thy could not find to the same extent with a competitive brand

answer

points of difference

question

attribute or beenfit associations that are not necessarily unique to the brand but may in fact be shared with other brands

answer

points of parity

question

the act of designing a companys offering and image to occupty a distinctive place in the minds of the targer market

answer

positioning

question

the set of consumers who profess a sufficient level of interest in a market offer

answer

potential market

question

all the possible augmentations and transformations the product or offering might undergo in the future

answer

potential product

question

a company sells a product or serve at two or more prices that do not reflect a proportional difference in cost

answer

price discrimination

question

an increase in the price of a product due to added costs of selling it in different countries

answer

price escalation

question

groups with which a person interacts continuously and informally such as family, friends, neighbors and coworkers

answer

primary groups

question

psychological mechanism that states that consumers like to see seemingly related products as being as similar as possible in their favorability

answer

principle of congruity

question

brand that retailers and wholesalers develop and market

answer

private label brand

question

anything that can be offered to a market to satisfy a want or need

answer

product

question

altering the product to meet local conditions or preferences

answer

product adaption

question

the st of all products and items ap articular seller offers

answer

product assortment

question

proposes that consumers favor products offering the most quality performance or innovative features

answer

product concept

question

creating something new via product development or other means

answer

product invention

question

competitiors items that are competing against company X's items

answer

product map

question

the firm searches for a set of prices that maximizes profits on the total mix

answer

product mix pricing

question

the percentage of ownership or use of a product or service in a population

answer

product penetration percentage

question

a group of diverse but realted items that function in a compatiable manner

answer

product system

question

holds that consumers prefer products that are widely available and inexpensive

answer

production concept

question

a person, household, or company that over times yields a revenue stream that exceeds by an acceptable amoung the companys cost stream of attracting, selling and servicing that customer

answer

profitable customer

question

a purchase a vote or a donation by a prospective client

answer

propsect

question

when consumers fram decision alternatives in terms of gains and losses according to a value function

answer

prospect theory

question

the science of using psychology and demographics to better understand consumers

answer

psychographics

question

any group that has an actual or potential interest in or impact on a companys ability to achieve its objectives

answer

public

question

a variety of programs designed to promote or protect a companys image or its individual products

answer

public relations

question

the task of securing editorial space in print and broadcast media

answer

publicity

question

when a manufactuerer uses advertising and promotion to persuade consumers to ask intermediareis for the product thus inducing them to order it

answer

pull strategy

question

a scale to measure the probablity of a buyer making a particular purchase

answer

purchase probability scale

question

a firm only offers its products as a bundle

answer

pure bundling

question

companies that have launched a website without any previous existence as a firm

answer

pure click

question

when the manufacturer uses its sales force and trade promotion money to induce intermediaries to carry, promote and selll the product

answer

push strategy

question

the totality of features and characteristics of a prdouct or service that bear on its ability to satisfy states or implied needs

answer

quality

question

a set of questions presented to respondents

answer

questionnarie

question

all the groups that have a direct or indirect influence on a persons attitudes o rbehavior

answer

reference groups

question

pricing information a consumer retains in memory that is used to interpret and evaluate a new price

answer

reference prices

question

market share in relation to a companys largest competitiros

answer

relative market share

question

a measure of hte probablity that a product will not malfunction or fail within a specified time period

answer

reliability

question

a measure of the probablity that a product will not malfunction or fail within a specified time period

answer

repairability

question

when consumers base their predictions on how representative or similar an outcome is to another

answer

represntativeness heuristic

question

any business enterprise whose sales volume comes primarily from retailing

answer

reatiler

question

all the activities in selling goods or services direct to final consumers for personal nonbusiness use

answer

retailing

question

a method by which possible rates of returns and their probablities are calcualted by obtaining estimates for uncertain variables affecting profitability

answer

risk analysis

question

the activities a person is expected to perform

answer

role

question

measure and evlauting actual sales in relation to goals

answer

sales analysis

question

a conservative estimate of the expected volume of sales, used for maing current purchasing production and cash flow decisions

answer

sales budget

question

a collection of incentive tools, mostly short term, designed to stimulate quicker or great purchase of particular products or services by consumers or the trade

answer

sales promotion

question

the sales goal set for a product line company division or sales representative

answer

sales quota

question

a measure of the relative contribution of different factors to a gap in sales performance

answer

sales variance analysis

question

a persons feeligns of pleasure or disappointmetn resulting from comparing a products perceived performance or outcome in relation to his or her expectations

answer

satisfaction

question

developing plausible representations of a firms possible fugure that makes different assumptions about forces driving the market and include different uncertainties

answer

scenario analysis

question

groups that tend to be more formal and require less interaction than primary groups such as religious professional and trade union groups

answer

secondary groups

question

the mntal process of screening out certain stimuli while noticing others

answer

selective attention

question

the tendency to interpret product information in a way that fits consumer perceptions

answer

selective distoriation

question

the use of more than a few but less than all of the intermediaries who are willing to carry a particular produ t

answer

selective distribution

question

good points about a product ahta consumers lie are rememberd and good points about competing products are forgotten

answer

selective retention

question

holds that consumers and businesses if left alone wont buy enough of the organizations products

answer

selling concept

question

all the buyers who are able and willing to buy a companys product

answer

served maret

question

a companys sales expressed as a percentage of the total sales to its served market

answer

served market share

question

any act or perfformance that one party can offer to another that is essentially intagible

answer

service

question

a comparison of a companys current market share to its potential market share

answer

share penetration index

question

when consumers share bies cars clothes couches apartments tools and skills and extract more value from what they already own

answer

sharing economy

question

the way manufactueres and retailers use stocking displays and pormotions to affect consumers actively shopping for a product

answer

shopper marketing

question

goods that the consumer in the process of selection and purchase characteristically compares on such bases as suitability quality price and style

answer

shopping goods

question

a temprorary repository of information

answer

short term memory

question

when consumers physically examine a product and collect information in a store but make their actual purchase from the retailer later online or from a diffderent retailer altogether

answer

show rooming

question

information workplaces, sometiems garages where intrapreneurial teams work to develop new products

answer

skunkworks

question

homogenous and enduring divisons in a society which are hierarchially ordered and whose members share similar values interests and behavior

answer

social classes

question

marketing done by a nonprofit or government organization to further a cause such as say no to drugs

answer

social marketing

question

a means for consumers to share text, images, audio and video information with each other and with companies and vice versa

answer

social media

question

good with unqiue characteristics or brand identification for which enough buyers are willing to make a special purchasing effort

answer

specialty goods

question

a measure to track the satisfaction of various constituencies who have critical interest in and impact on the companys performance

answer

stakeholder performance scorecard

question

ones position within his or her own hierarchy or culture

answer

status

question

introducing a product in a foreign market without any change in the product

answer

straight extension

question

a single business or collection or related businesses that can be planned separately from the rest of the company with its own set of competitors and a manager who is responsible for strategic planning and profit performance

answer

strategic business units

question

firms persuing the same strategy directed to the same target market

answer

strategic group

question

laying out the target markets and the value psoposition that will be offered based on analysis of the best market opportunites

answer

strategic marketing plan

question

a companys game plan for achieving its goals

answer

strategy

question

a products look and feel to the buyers

answer

style

question

a new brand combined with an existing brand

answer

sub brand

question

groups with shared values, beliefs, preferences and behaviors emerging from their special life experiences or circumstances such as with nationalities religion racial groups and geographical regions

answer

subcultures

question

receiving and processing subconscious messages that affect behavior

answer

subliminal perceptions

question

a set of segments sharing some exploitable similarity

answer

supersegment

question

short term goods and services that facilitate developing or managing the finished product

answer

supplies and business services

question

procuring the right inputs converting them efficiently into finished products and dispatching them to the final destinations

answer

supply chain management

question

approximately the amount of time or space devolted to media coverage of an event

answer

supply side methods

question

marketing tactics,, inclduing product features, promotion, merchandising pricing sales channels and service

answer

tactical marketing plan

question

deducting the desired profit margin from the price at which ap roduct will sell, given its appeal and compeitors prices

answer

target costing

question

the part of the qualified available market the company decides to persue

answer

target market

question

determining the price that would yield the firms target rate of return on investment

answer

target return pricing

question

the use of telephones and call centers to attract prospects, sell to existing customers and provide service byu taking orders and answering questions

answer

telemarketing

question

the sume of the fixed and variable costs for any given level of production

answer

total costs

question

the perceied monetary value of the bundle of economic, functional and psychological benefits customers expect from a given market offering because of the product service people and image

answer

total customer benefit

question

the bundle of costs customers ecpect to incur in evaluating obtaining using and dispoisng of the given marketing offer

answer

total customer cost

question

the maximum sales available to all firms in an industry during a given period under a given level of industry marketing effort and environmental conditions

answer

total market potential

question

the price a company charges another unit in the company for goods it ships to foriegn subsidaries

answer

transfer price

question

elaborates a non product realted benefit or image

answer

transformational appeal

question

a direction or sequence of events that has some momentum and durability

answer

trend

question

a fixed fee plus a variable usage fee

answer

two part pricing

question

agreement in which producers of strong brands sell their products to dealers only if dealers purchase related products or services

answer

tying agreements

question

those the consumers does not know about or does not normally think of buying

answer

unsought goods

question

a tool for identifying ways to create more customer value

answer

value chain

question

a companys supply chain and how it partners with specific suppliers and distirbutors to make products and bring them to markets

answer

value delivery network

question

all the expectancies the customers will hav on the way to obtaining and using the offering

answer

value delivery system

question

a system of partnerships and alliances that a firm creates to source augment and deliver its offerings

answer

value network

question

winning loyal customers by chargina fairly low price

answer

value pricing

question

the whole cluster of benefits the company promises to deliver customers

answer

value propositon

question

costs that vary directly with the level of production

answer

variable costs

question

a cross function group charged with developing a specific product or business

answer

venture team

question

producer, wholeslaer and retailers acting a unified system

answer

vertical marketing system

question

using the internet to create word of mouth effects to support marketing efforts and goals

answer

viral marketing

question

formal statments of expected product performance by the manufacturer

answer

warranties

question

all the activities in selling goods or services to those who buy for resale or business use

answer

wholesaling

question

situation in which companies offer discounted but limited early purchases higher priced late purchases and the lowest rates on unsold inventory just before it experiences

answer

yield pricing

question

a manufactuer selling directly to the final customer

answer

zero level channel

Marketing Management ( Kotler Keller) – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards