Marketing Chapter 8-14 Exam Prep – Flashcards

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market
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people or organizations with needs or wants and the ability and willingness to buy
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market segment
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a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs
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market segmentation
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the process of dividing a market into meaningful, relatively similar, and indentifiable segments or groups
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segmentation bases (variables)
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characteristics of individuals, groups, or organizations
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geographic segmentation
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segmenting markets by region of a country or the world, market size, market density, or climate
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demographic segmentation
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segmenting markets by age, gender, income, ethnic background, and family life cycle
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geodemographic segmentation
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segmenting potential customers into neighborhood lifestyle categories
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benefit segmentation
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the process of grouping customers into market segments according to the benefits they seek from the product
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usage-rate segmentation
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deciding a market by the amount of product bought or consumed
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80/20 principle
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a principle holding that 20 percent of all customers generate 80 percent of the demand
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satisficers
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business customers who place an order with the first familiar supplier to satisfy product and delivery requirements
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optimizers
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business customers who consider numerous suppliers, solicit bids, and study all proposals carefully before selecting one
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target market
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a group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchangers
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undifferentiated targeting strategy
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a marketing approach that views the market as one big market with no individual segments and thus uses a single marketing mix
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concentrated targeting strategy
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a strategy used to select one segment of a market for targeting marketing efforts
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niche
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one segment of a market
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multisegment targeting strategy
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a strategy that chooses two or more well-defined market segments and develops a distinct marketing mix for each
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cannibalization
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a situation that occurs when sales of a new product cut into sales of a firm's existing products
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positioning
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developing a specific marketing mix to influence potential customers' overall perception of a brand, product line, organization in general
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position
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the place a product, brand, or group of products occupies in consumers' minds relative to competing offerings
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product differentiation
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a positioning strategy that some firms use to distinguish their products from those of competitors
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perceptual mapping
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a means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers' minds
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repositioning
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changing consumers' perceptions of a brand in relation to competing brands
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marketing information
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everyday information about developments in the marketing environment that managers use to prepare and adjust marketing plans
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decision support system (DSS)
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an interactive, flexible, computerized information system that enables managers to obtain and manipulate information as they are making decisions
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database marketing
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the creation of a large computerized file of customers' and potential customers' profiles and purchase patterns
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marketing research
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the process of planning, collecting, and analyzing data relevant toa marketing decision
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marketing research problem
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determining what information is needed and how that information can be obtained efficiently and effectively
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marketing research objective
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the specific information needed to solve a marketing research problem; the objective
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management decision problem
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a broad-based problem that uses marketing research in order for managers to take proper actions
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secondary data
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data previously collected for any purpose other than the one at hand
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marketing research aggregator
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a company that acquires, catalogs, reformats, segments, and resells reports already published by marketing research firms
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research design
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specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed
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primary data
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information that is collected for the first time; used for solving the particular problem under investigation
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survey research
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the most popular technique for gathering primary data, in which a researcher interacts with people to obtain facts, opinions, and attitudes
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mall intercept interview
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a survey research mehod that involves interviewing people in the common areas of shopping malls
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computer-assisted personal interviewing
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an interviewing method in which the interviewer reads questions from a computer screen and enters the respondent's data directly into the computer
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computer-assisted self-interviewing
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an interviewing method in which a mall interviewer intercepts and directs willing respondents to nearby computers where each respondent reads questions off a computer screen and directly keys his or her answers into a computer
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central-location telephone (CLT) facility
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a specially designed phone room used to conduct telephone interviewing
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executive interview
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a type of survey that involves interviewing businesspeople at their offices concerning industrial products or services
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focus group
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seven to ten people who participate in a group discussion led by a moderator
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open-ended question
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an interview question that encourages an answer phrased in the respondent's own words
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closed-ended question
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an interview question that asks the respondent to make a selection from a limited list of responses
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scaled-response question
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a closed- ended question designed to measure the intensity of a respondent's answer
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observation research
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a research method that relies on four types of observation: people watching people, people watching an activity, machines watching people, and machines watching an activity
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mystery shoppers
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researches posing as customers who gather observational data about a store
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behavioral targeting (BT)
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a form of observation marketing research that combines a consumer's online activity with psychographic and demographic profiles compiled in databases
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ethnographic research
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the study of human behavior in its natural context; involves observation of behavior and physical setting
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universe
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the population from which a sample will be drawn
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nonprobability sample
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any sample in which little or no attempt is made to get a representative cross section of the population`
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convenience sample
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a form of nonprobability sample using respondents who are convenient or readily accessible to the researchr
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measurement error
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an error that occurs when there is a difference between the information desired by the researcher and the information provided by the measurement process
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sampling error
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an error that occurs when a sample somehow does not represent the target population
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frame error
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an error that occurs when a sample drawn from a population differes from the target population
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random error
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an error that occurs when the selected sample is an imperfect representation of the overall population
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field service firm
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a firm that specialized in interviewing respondents on a subcontracted basis
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cross-tabulation
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a method of analyzing data that lets the analyst look at the responses to one question in relation to the responses to one or more other questions
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consumer-generated media (CGM)
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media that consumers generate and share among themselves
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scanner-based research
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a system for gathering information from a single group of respondents by continuously monitoring the advertising, promotion, and pricing they are exposed to and the things they buy
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BehaviorScan
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a scanner-based research program that tracks the purchases of 3,000 households through store scanners in each research market
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InfoScan
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a scanner-based sales-tracking service for the the consumer packaged-goods industry
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neuromarketing
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a field of marketing that studies the body's responses to marketing stimuli
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competitive intelligence (CI)
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an intelligence system that helps managers assess their competition and vendors in order to become more efficient and effective competitors
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business product (industrial product)
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a product used to manufacture other goods or services, to facilitate an organization's operations, or to resell to other customers
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consumer product
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a product bought to satisfy an individual's personal wants
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convenience product
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a relatively inexpensive item that merits little shopping effort
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shopping product
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a product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores
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specialty product
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a particular item for which consumers search extensively and are very reluctant to accept substitutes
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unsought product
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a product unknown to the potential buyer or a known product that the buyer does not actively seek
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product item
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A specific version of a product that can be designated as a distinct offering among an organization's products
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product line
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A group of closely related product items
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product mix
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All products that an organization sells
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product mix width
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The number of product lines an organization offers
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product line depth
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the number of product items in a product line
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product modification
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changing one or more of a product's characteristics
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planned obsolescence
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the practice of modifying products so those that have already been sold become obsolete before they actually need replacement
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product line extension
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adding additional products to an existing product line in order to compete more broadly in the industry
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brand mark
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The elements of a brand that cannot be spoken
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brand equity
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The value of company and brand names
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global brand
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A brand that obtains at least a third of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available marketing and financial data
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brand loyalty
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a consistent preference for one brand over all others
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manufacturer's brand
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the brand name of a manufacturer
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private brand
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a brand name owned by a wholesaler or a retailer
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captive brand
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a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation
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individual branding
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using different brand names for different products
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family branding
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Marketing several different products under the same brand name
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co-branding
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placing two or more brand names on a product or its package
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trademark
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the exclusive right to use a brand or part of a brand
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service mark
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A trademark for a service
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generic product name
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identifies a product by class or type and cannot be trademarked
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persuasive labeling
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a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondary
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informational labeling
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a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase
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universal product codes (UPCs)
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products are marked with a series of thick and thin vertical lines representing each items identification code
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warranty
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A confirmation of the quality or performance of a good or service
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express warranty
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A written guarantee
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implied warranty
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An unwritten guarantee that the good or service is fit for the purpose for which it was sold
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new product
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a product new to the world, the market, the producer, the seller, or some combination of these
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new-product strategy
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a plan that links the new-product development process with the objectives of the marketing department, the business unit, and the corporation
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product development
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A marketing strategy that entails the creation of marketable new products; the process of converting applications for new technologies into marketable products
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screening
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the first filter in the product development process, which eliminates ideas that are inconsistent with the organization's new-product strategy or are obviously inappropriate for some other reason
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concept test
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Takes a product idea to consumers to test reactions.
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business analysis
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The second stage of the screening process where preliminary figures for demand, cost, sales, and profitability are calculated
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development
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stage where a prototype is developed and marketing strategy is outlined
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simultaneous product development
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a team-oriented approach to new-product development
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test marketing
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the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation
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simulated (laboratory) market testing
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the presentation of advertising and other promotional material for sever products, including a test product, to member of the product's target market
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commercialization
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the decision to market a product
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innovation
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A product perceived as new by a potential adopter
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diffusion
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the process by which the adoption of an innovation spreads
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product life cycle (PLC)
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a concept that provides a way to trace the stages of a product's acceptance, from its introduction (birth) to its decline (death)
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product category
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all brands that satisfy a particular type of need
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introductory stage
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The full-scale launch of a new product into the marketplace
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growth stage
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the second stage of the product life cycle when sales typically grow at an increasing rate, many competitors enter the market, large companies may start to acquire small pioneering firms, and profits are healthy
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maturity stage
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a period during which sales increase at a decreasing rate
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decline stage
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a long-run drop in sales
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intangibility
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the inability of services to be touched, seen, tasted, heard, or felt in the same manner that goods can be sensed
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search quaility
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a characteristic that can easily assessed before purchase
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experience quality
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a characteristic that can be assessed only after use
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credence quality
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a characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience
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inseperability
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The inability of the production and consumption of a service to be separated; consumers must be present during the production
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heterogeneity
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the variability of the inputs and outputs of services, which causes services to tend to be less standardized and uniform than goods
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perishability
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The inability of services to be stored, warehoused, or inventoried
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reliability
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Ability to perform the promised service dependable and accurately
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responsiveness
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the ability to provide prompt service
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assurance
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the knowledge and courtesy of employees and their ability to convey trust
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empathy
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caring, individualized attention to customers
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tangibles
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The physical evidence of a service, including the physical facilities, tools, and equipment used to provide the service
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gap model
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a model identifying five gaps that can cause problems in service delivery and influence customer evaluations of service quality
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core service
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the most basic benefit the consumer is buying
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supplementary services
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a group of services that support or enhance the core service
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mass customization
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A strategy that uses technology to deliver customized services on a mass basis
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internal marketing
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Treating employees as customers and developing systems and benefits that satisfy their needs
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nonprofit organization
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An organization that exists to achieve some goal other than the usual business goals of profit, market share, or return on investment
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nonprofit organization marketing
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the effort by nonprofit organizations to bring about mutually satisfying exchanges with target markets
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public service advertisement (PSA)
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an announcement that promotes a program of a federal, state or local government or of a nonprofit organization
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supply chain
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the connected chain of all of the business entities, both internal and external to the company, that perform or support the logistics function
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supply chain management
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A management system that coordinates and integrates all of the activities performed by supply chain members into a seamless process, from the source to the point of consumptions, resulting in enhanced customer and economic valu
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supply chain agility
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An operational strategy focussed on introducing inventory velocity and operational flexibility simultaneously in the supply chain
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supply chain integration
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when multiple firms in a supply chain coordinate their activities and processes so that they are seamlessly linked to one another in an effort to satisfy the customer
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demand-supply integration (DSI)
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A supply chain operational philosophy focused on integrating the supply-management and demand-generating functions of an organization
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business processes
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bundles of interconnected activities that stretch across firms in the supply chain
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customer relationship management (CRM) process
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allows companies to prioritize their marketing focus on different customer groups according to each group's long-term value to the company or supply chain
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customer service management process
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presents a multi-company, unified response system to the customer whenever complaints, concerns, questions, or comments are voiced
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demand management process
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seeks to align supply and demand throughout the supply chain by anticipating customer requirements at each level and creating demand-related plans of action prior to actual customer purchasing behavior
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order fulfillment process
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a highly integrated process, often requiring persons from multiple companies and multiple functions to come together and coordinate to create customer satisfaction at a given place and time
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manufacturing flow management process
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Concerned with ensuring that firms in the supply chain have the needed resources to manufacture with flexibility and to move products through a multi-stage production process
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supplier relationship management process
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supports manufacturing flow by identifying and maintaining relationships with highly valued suppliers
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product development and commercialization process
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Includes the group activities that facilitates the joint development and marketing of new offerings among a group of supply chain partner firms
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returns management process
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enables firms to manage volumes of returned product efficiently, while minimizing returns-related costs and maximizing the value of the returned assets to the firms in the supply chain
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logistics
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the process of strategically managing the efficient flow and storage of raw materials, in-process inventory, and finished goods from point of origin to point of consumption
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supply chain team
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an entire group of individuals who orchestrate the movement of goods, services, and information from the source to the consumer
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inventory control system
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a method of developing and maintaining an adequate assortment of materials or products to meet a manufacturer's or a customer's demand
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materials requirement planning (MRP)
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An inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer.
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distribution resource planning (DRP)
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an inventory control system that manages the replenishment of goods from the manufacturer to the final consumer
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automatic replenish program
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a real-time inventory system that triggers shipments only when a good is sold to the end user
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order processing system
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a system whereby orders are entered into the supply chain and filled
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electronic data interchange (EDI)
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Information technology that replaces the paper documents that usually accompany business transactions, such as purchase orders and invoices, with electronic transmission of the needed information to reduce inventory levels, improve cash flow, streamline operations, and increase the speed and accuracy of information transmission
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build-to-stock
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A production method whereby products are made in advance of demand based on forecasts and are stored until customer orders arrive
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mass customization (build-to-order)
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a production method whereby products are not made until an order is placed by the customer; products are made according to customer specifications
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postponement
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a hybrid production method whereby basic units of a finished good are manufactured in advance of actual demand and held in strategic form or location until demand occurs, when final customization takes place
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materials-handling system
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a method of moving inventory into, within, and out of the warehouse
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logistics information system
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the link that connects all of the logistics functions of the supply chain
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smart RFID
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An inventory handling and tracking system that employs radio-frequency electromagnetic fields to transfer and read product data via an electric tag
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outsourcing (contract logistics)
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A manufacture's or supplier's use of an independent third party to manage an entire function of the logistics system, such as transportation, warehousing, or order processing
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third-party logistics company (3PL)
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firms that perform most or all of the logistics functions that manufacturers, suppliers, and distributors would normally perform themselves
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fourth-party logistics company (4PL)
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A consulting-based organization that assesses another's entire logistical service needs and provides integrated solutions, often drawing multiple 3PLs for actual service
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offshoring
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Is a form of *outsourcing* that involves relocating business functions and processes to another country.
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nearshoring
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Outsourcing production or services to locations near a firm's home base.
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supply chain risk
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the likelihood of a disruption that would impact the ability of a company to continuously supply products/services
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supply chain security
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Efforts made by companies to protect their in-transit inventory or value-transforming assets from external or internal threats
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supply chain resilience
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The ability of a supply chain to return to its ideal operational state after being disrupted
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sustainable supply chain management
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a supply chain that demonstrates commitment to green practices and environmental responsibility
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electronic distribution
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a distribution technique that includes any kind of product or service that can be distributed electronically, whether over traditional forms such as fiber-optic cable or through satellite transmission of electronic signals
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marketing channel
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A set of interdependent organizations that eases the transfer of ownership as products move from producer to business user or consumer
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channel members
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all parties in the marketing channel that negotiate with one another, buy and sell products, and facilitate the change of ownership between buyer and seller in the course of moving the product from the manufacturer into the hands of the final consumer
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form utility
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the elements of the composition and appearance of a product that make it desirable
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time utility
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the increase in customer satisfaction gained by making a good or service available at the appropriate time
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place utility
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Adding value to products by having them where people want them.
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exchange utility
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the increased value of a product that is created as its ownership is transferred
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retailer
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A channel intermediary that sells mainly to consumers
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merchant wholesaler
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an institution that buys goods from manufacturers and resells them to businesses, government agencies, and other wholesalers or retailers and that receives and takes title to goods, stores them in its own warehouses, and later ships them
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agents and brokers
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Wholesaling intermediaries who do not take title to a product but facilitate its sale from producer to end user by representing retailers, wholesalers, or manufacturers
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direct channel
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a distribution channel in which producers sell directly to consumers
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dual distribution (multiple distribution)
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The use of two or more channels to distribute the same product to target markets.
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nontraditional channels
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nonphysical channels that facilitate the unique market access of products and services
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strategic channel alliance
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a cooperative agreement between business firms to use the other's already established distribution channel
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intensive distribution
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A form of distribution aimed at having a product available in every outlet where target customers might want to buy it
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selective distribution
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A form of distribution achieved by screening dealers to eliminate all but a few in any single area
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exclusive distribution
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a form of distribution that establishes one or a few dealers within a given area
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arm's-length relationship
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a relationship between companies that is loose, characterized by low relational investment and trust, and usually taking the form of a series of discrete transactions with no/low expectation of future interaction or service
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cooperative relationship
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a relationship between companies that takes the form of informal partnership with moderate levels of trust and information sharing as needed to further each company's goals
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integrated relationship
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a relationship between companies that is tightly connected, with linked processes across and between firm boundaries and high levels of trust and interfirm commitment
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channel power
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the capacity of a particular marketing channel member to control or influence the behavior of other channel members
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channel control
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a situation that occurs when one marketing channel member intentionally affects another member's behavior
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channel captain
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a channel member that coordinates, directs, and supports other channel members. Can be producers, retailers, or wholesalers.
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channel conflict
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A clash of goals and methods between distribution channel members
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horizontal conflict
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a channel conflict that occurs among channel members on the same level
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vertical conflict
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a channel conflict that occurs between different levels in a marketing channel, most typically between the manufacturer and wholesaler or between the manufacturer and retailer
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channel partnering
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the joint effort of all channel members to create a channel that serves customers and creates a competitive advantage
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independent retailer
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a retailer owned by a single person or partnership and not operated as part of a larger retail institution
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chain store
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Stores owned and operated as a group by a single organization.
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franchise
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A business established or operated under an authorization to sell or distribute a company's goods or services in a particular area
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gross margin
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the amount of money the retailer makes as a percentage of sales after the cost of goods sold is subtracted
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scrambled merchandising
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the tendency to offer a wide variety of nontraditional goods and services under one roof
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factory outlet
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an off-price retailer that is owned and operated by a manufacturer
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nonstore retailing
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shopping without visiting a store
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automatic vending
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the use of machines to offer goods for sale
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direct retailing
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the selling of products by representatives who work door-to-door, office-to-office, or at home sales parties
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direct marketing (direct response marketing)
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techniques used to get consumers to make a purchase from their home, office, or another nonretail setting
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telemarketing
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A direct selling technique (below the line promotion) that involves using the telephone and telesales teams to sell a product.
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online retailing
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a type of shopping available to consumers with personal computers and access to the Internet
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franchisor
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A business that leases its trade name and operating system to another person
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franchisee
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An individual or business that is granted the right to sell another party's product
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retailing mix
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A combination of the six P's- product, place, promotion, price, presentation, and personnel- to sell goods and services to the ultimate consumer.
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destination store
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a store that consumers purposely plan to visit
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data mining
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Includes sophisticated analysis techniques to take advantage of the mass amount of transaction information now available.
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m-commerce
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Conducting transactions using mobile device
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