Marketing Quiz 1: Chapter 1-8 – Flashcards

Which element of the marketing mix is most relevant to the activity "capturing value"?

When Ramona, the keynote speaker at a major business leaders' conference, arrived in the middle of the night at the Ritz-Carlton, she was exhausted and her suit was wrinkled from her 10-hour plane trip. The night clerk found someone to dry clean Ramona's suit and have it ready for her morning presentation. She has been a loyal Ritz-Carlton customer ever since. In this example, Ritz-Carlton demonstrated the macro strategy of

Which of the following is least likely to provide a sustainable competitive advantage?

Samantha is charged with assessing her company's external environment as part of a SWOT analysis. Samantha will study her company's

For years, when considering new products, marketers at Celestial Seasonings asked themselves, "What would Stacy think?" Stacy was a fictional character representing 25- to 50-year-old educated, upper-income women who rarely watched television but did a lot of reading. "Stacy" represented Celestial's primary

Ferando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n)

Of the seven primary motivations for mobile app usage, which one do people spend the most amount of time on each month?

One measure of traffic from visitors on sites, the total page requests, is measured in units called

Unlike other business functions like accounting or finance, people in marketing are often singled out as the root cause of ethical concerns because

Which of the following statements accurately describes the current income distribution in the United States?

When marketers look at advertising media they often begin with viewer or listener profiles such as age, income, gender, and race. They then compare the media profile with their target audience. These marketers are using __________ to see if the media "fit" with their advertising agenda.

Which of the following is a social trend listed in the text?

The consumer buying process begins when

Marketers love consumers who engage in __________, buying their company's product with little thought or consideration of alternatives.

In the consumer decision process, we decide how much time and effort to expend searching for information based partly on

Among the factors affecting the consumer decision-making process is the way consumers spend their time and money to live, otherwise known as

The shared meanings, beliefs, morals, values, and customs of a group of people constitute its

Sales of electric components manufactured by Rick's company depend on sales of new cars. Rick's company faces __________ demand.

Jenny was feeling frustrated. "What's taking them so long to make a decision? It's been weeks since I first met with them, and they all seem interested in the product. I've also jumped through all their paperwork hoops." Jenny is likely selling to a firm in what kind of buying

Changes in tariffs and quotas are