Marketing 300- Chapter 2 & 8 – Flashcards

After identifying various market segments that her company could pursue, Lisa evaluated each segment's attractiveness based on size, income, and accessibility. Lisa was involved in

Involves the process of defining the marketing mix variables so that target customers have a clear, distinctive understanding of what a product does or represents in comparison with competing products.

In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called

Marketers who design and offer new products and services to their existing customers are pursuing a _________ growth strategy.

Over the last few months, Juan and his colleagues have analyzed the current business situation and identified target markets for his firm's personal care products. Finally, they developed the products, prices, distribution, and promotion that should appeal to each of those target markets. In doing so, Juan has also identified what he believes is an advantage his competitors cannot match. Juan and his colleagues have been developing

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

When entering a foreign market, the least risky strategy is

Many of the best-known American retailers, like Starbucks and McDonald's, have contractual agreements with another firm or individuals, allowing its businesses to operate overseas. These companies expanded globally using

Cultural nuances, subcultures, and consumers' different views of their roles in different countries can make __________ complicated.

The most important consideration when a firm chooses a global product strategy should be

Tariffs, quotas, and currency exchange policies affect global

Xavier is analyzing potential market segments. He should carefully seek potential customers who have both an interest in his products and

Henriette offers financial counseling and management on a fee-only basis. She has found that different customers are willing to pay different rates for her services. This shows that her pricing decisions should depend primarily on

Marketers involved in value-oriented marketing are constantly balancing

The prevailing marketing strategy of the __________ era was to find customers for inventories that went unsold.

Christie has just started with a travel agency, and she has been offering clients and prospective clients a range of packaged tours. She is concerned because the commission she is earning on her sales is lower than she had hoped. Her colleague Peter, who has been with the agency for several years, is having a great deal of success by working closely with the clients, seeking their ideas, and building customized tour packages for each one based on their suggestions. Peter's approach is based on