Marketing Management – Chapter 1 – Iacobucci – Flashcards
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If you ask the average person, "What is marketing?," one of the things you might hear is:
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marketing is sales and advertising
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The questions and issues that the reader can expect to understand better in each chapter is revisited at the end of the chapter in a list format called _____.
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Managerial Recap
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Why do accounting and finance need to acknowledge the importance of marketing?
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because the CEO's do
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Which of the following is NOT a part of STP?
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all are part of STP
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The textbook uses the ____ over and over so that you will pick it up by osmosis.
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5Cs, STP, and 4Ps
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What is the best way to stay 5 steps ahead of the competition?
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remain customer centric
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One reason marketers want to quantify how effective their programs are is to show that they increase profits. The other reason marketers want to quantify their effectiveness is to _____.
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have a seat at the table with the CEO, CFO, etc.
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What is today's marketplace focused more on?
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customers
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The 4P's include all of the following EXCEPT:
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positioning
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Advertising's goal is to enhance _____.
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brand image
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The textbook will assume that _____ will be used for data intake in a company
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the internet
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