BUSI ch 11 part 2 – Flashcards
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What is data warehousing?
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the process of collecting, storing, and retrieving data in electronic files
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Congress has conducted hearings on the use of cell phones while driving. What factors would this constitute in a company's external environment?
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political-legal
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Marketing managers often support the activities of political action committees (PACs). In doing this, which environment are they attempting to influence?
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political-legal
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A company decides to introduce a line of golf gear designed specifically for women. What environmental trend is the company responding to?
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sociocultural
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What kind of factor in the business environment are cell phones considered an example of?
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technological
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The satellite dish and home television shopping provide examples of changes to which of the following external environmental factors that affect marketing?
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technological
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What are fitness programs and drug regimens to lower cholesterol levels both an example of?
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substitute products
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What part of the marketing mix includes communicating information about products?
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promotion
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Which is usually the first step in the marketing strategy?
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target markets
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Burberry is repositioning itself as a global luxury brand, such as Gucci and Louis Vuitton, and calls for luring a different type of customer. This is an example of what type of market segmentation?
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psychographic
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Which of the following is the LEAST important influence on consumer behavior?
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technological factors
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In consumer behavior, what is the name for the influences that include the "way of living" that distinguishes one large group from another and one ethnic group from another?
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cultural
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What do consumers exhibit when they regularly purchase products because they are satisfied with the products' performance?
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brand loyalty
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Reading the relevant issues of Consumer Reports prior to purchasing a product is an example of what part of the consumer buying process?
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information seeking
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Marketing does not stop with the sale of a product. What is the term that describes what happens after the sale?
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postpurchase evaluation
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What do B2B buyer-seller situations often involve?
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frequent and enduring buyer-seller relationships
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Bill is looking for an insurance policy at an affordable price. What type of good or service is he looking for?
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shopping service
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What type of good is a custom-made wedding gown classified as?
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specialty good
