question

The centerpiece of the Marketing Enviroment Analysis Framework is:

answer

Consumers

question

The major advantage of primary research is:

answer

It can be tailored to meet specific research needs

question

Ritual consumption refers to a pattern of behaviors tied to life events that tend to:

answer

Have symbolic meanings and vary greatly by culture

question

The center of all marketing efforts is:

answer

The consumer

question

Which of the following is not one of the four factors affecting consumers search processes?

answer

Primary or secondary research

question

Consumers consider universal, retrieval, and evoked sets during the __________ stage of the consumer decision process.

answer

Evaluation of alternatives

question

Typical ______________ data include gender, income, and geographic region.

answer

Demographic

question

Abraham Maslow identified five sets of motives that have become an essential part of marketing. Maslow's Hierarchy of Needs includes needs at the lowest level and self-actualization at the top. The three level in between are:

answer

Safety, Love and Esteem

question

One of the advantages of selling specialty goods and services is that when consumer want them, they will:

answer

Search for them

question

Conclusive research:

answer

Confirms insights and provides a basis for taking a course of action

question

_______________ is communication by a marketer that informs, persuades, and reminds potential customers.

answer

Promotion

question

During the implementation phase, Jonathon finds he does not have sufficient resources to accomplish the objectives that were previously established. Jonathon will likely:

answer

Ask for more resources or change/abandon the plan

question

When positioning products relative to competitors' offerings, firms typically are most successful when they focus on opportunities:

answer

That build on their strengths relative to those of their competitors

question

Most marketers spend heavily on customer retention programs, recognizing customer retention leads to:

answer

Increased long term profits

question

If you are engaged in a buying or selling situation where you do not expect to do business with the other party again, you are engaged in a:

answer

Transaction

question

Marketing involves all of the following EXCEPT:

answer

Production scheduling

question

When firms successfully implement poor strategies or poorly implement good strategies, it can make it difficult to:

answer

Evaluate performance and make adjustments

question

Supply chain management involves _______________ the efforts of suppliers, manufacturers, warehouses, and stores.

answer

Integrating

question

Imagine you are now in charge of marketing at your university. You will be very busy working on all of the activities below except:

answer

Grading marketing exams and papers

question

When identifying and evaluating opportunities, STP refers to:

answer

Segmentation, targeting, and positioning

question

Brands that are owned by ___________ are called private-label brands.

answer

Retailers

question

To meet or exceed customers' expectations, marketers must:

answer

Determine what those expectations are

question

Network television, Sports Illustrated, radio, and The New York Times all characteristics of ____________.

answer

Mass media

question

___________ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships.

answer

Relationship Selling

question

Training service providers to know exactly what a "good job" entails is setting service:

answer

Standards

question

The marketing of services differs from product marketing because services are

answer

Intangible, inseparable, perishable and variable

question

_______________ stage in the personal selling process corresponds to the performance assessment stage in the B2B selling process.

answer

Follow-Up

question

One of the reasons to study marketing is that almost everyone is engaged in:

answer

Some form of selling

question

The old cliche "Service with a smile", recognizes the fact that:

answer

Service providers need to be pleasant even if the customer is not

question

The fact that $300 billion is spent annually in the United States on advertising suggests advertising is:

answer

Everywhere

question

In the IMC communication process, the _________ is the medium that carries the message.

answer

Communication channel

question

The full price of a product/service includes all of the following EXCEPT:

answer

The price of alternative products and services

question

Integrated marketing communications include all of the following EXCEPT:

answer

Supply chain management

question

Variable costs change with:

answer

Changes in the quantity of the product/service being produced

question

Naomi tells her sales representatives the goal is to generate at least a 20 percent return on investment for all of the industrial building supplies they sell. Naomi is using a ___________ pricing strategy.

answer

Target return

question

Price is the _________ a consumer is willing to make to acquire a specific product/service.

answer

Overall sacrifice

question

________________ pricing tactics lower the price of a product below cost.

answer

Loss leader

question

According to demand curves, the higher the price the:

answer

Less quantity consumers will buy

question

With today's media fragmentation, an IMC planner wishing to promote a line of gourmet food products would most likely use:

answer

The Cooking Channel

question

Marketers use __________ to build a positive image in the marketplace, maintain media relations, address unfavorable stories or events, and generate "free" media attention.

answer

Public relations

question

The process by which consumers select, organize, and interpret information creates consumers' _____________.

answer

Perceptions

question

When the market research problem is not clearly defined, a researcher will likely engage in ___________ research.

answer

Exploratory

question

Most marketers identify the value of a set of procedures and methods applied to the regular, planned collection, analysis, and presentation of information to be used in marketing decisions. This kind of system is called a(n) ____________.

answer

Marketing Information System

question

Marketers fear negative word of mouth because when consumers are dissatisfied, they:

answer

Often want to complain to many people

question

Differences in weather and climate create opportunities for:

answer

Geographic segmentation

question

One of the benefits of value driven marketing is attention to customer needs and wants will likely result in:

answer

Long-term loyalties

question

Because marketing and sales professionals are so much in the public's eye, it should not be surprising to find them

answer

Sometimes rank poorly in ratings of trusted professions

question

Almost every organization includes values and ethics as part of their mission statement and includes a set of explicit rules in the company's employee handbook. Once the rules are in place there must be:

answer

A system of controls that rewards appropriate behavior and punishes inappropriate behavior

question

The four Ps comprise the ___________, which is the controllable set of activities that the firm uses to respond to the wants of its target markets.

answer

Marketing mix

question

________________ 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.

answer

Positioning

question

Product excellence occurs through:

answer

Branding and positioning

question

The Ethical Decision-Making Matrix II:

answer

Will be ineffective unless the questions are answered without masking incongruent situations and facts.

question

The AMA Code of Ethics does not specifically address issues in regard to:

answer

Candidates running for federal offices

question

____________ depends on knowing what customers perceive as key benefits and balancing them with reasonable costs while looking at quality from the customer's perspective.

answer

Value-based marketing

question

A ________________ is a group of products that consumers may use together or perceive as similar in some way.

answer

Product line

question

Another name for manufacturer's brands is

answer

National brand

question

When a product has gained a certain level of brand awareness, firms use ___________ advertising to motivate consumers to take action.

answer

Persuasive

question

Handling reservations during the selling process is also known as

answer

Overcoming objections

question

Informative advertising is used to

answer

Create and build brand awareness

question

Brands can be owned by

answer

Any firm in the supply chain

question

A service is any intangible offering that involves a deed, performance, or effort that

answer

Cannot be physically possessed

question

For a brand to be effective, it needs to be:

answer

Easy for consumers to recognize and remember

question

Public relations is the component of IMC that:

answer

Supports other promotional efforts by generating "free" media attention

question

The three elements in any IMC strategy are the consumer, the channels, and

answer

The results

question

At the break-even point:

answer

Profits are zero

question

______________ are costs that remain constant as the volume of production increases or decreases.

answer

Fixed costs

question

In the AIDA model, the "think" stage is the:

answer

Awareness stage

question

Gary is the marketing manager for an automobile dealership. His boss tells him the firm's primary goal is to increase their local market share from 15 to 30 percent. Gary's pricing strategy will focus on:

answer

Increasing sales

question

__________ means converting the sender's ideas into a message, which could be verbal, visual, or both.

answer

Encoding

question

Brenda wants to reduce mass media IMC and increase the use of personalized marketing communication messages. Brenda will likely increase her use of all the following EXCEPT:

answer

Broadcast, but not cable, television advertising

question

Yvonne knows her firm must look at everything they do from a consumer's point of view. One of the difficulties is consumers' ______ change over time

answer

Needs, wants, and ability to purchase

question

Four frequently used segmentation strategies are micromarketing, undifferentiated or mass marketing, differentiated, and _________

answer

Concentrated segmentation strategy

question

Primary data usually _______________ than secondary data.

answer

Take longer to collect

question

A consumer's external social environment includes their:

answer

Family, reference groups, and culture.

question

Which of the following is NOT one of the guidelines for developing a market research questionnaire?

answer

Sensitive questions should be asked first

question

Astute marketers recognize the increasing disparity of income between upper and lower-income groups:

answer

Creates opportunities to provide value to each group

question

Companies seek to develop a sustainable competitive advantage that can be maintained over a long period of time and:

answer

Is difficult for competitors to copy

question

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

answer

They interact directly with consumers

question

______________ are an example of an incentive-based customer loyalty program.

answer

Frequent-flyer programs

question

Which of the following questions is typically asked in an Ethical Decision-making Evaluation Questionnaire?

answer

Have we thought broadly about any and all ethical issues associated with the decision?

question

The goal of customer relationship management is to:

answer

Identify and build loyalty among a firm's customers

question

When choosing marketing communication methods, the most effective and efficient option depends on:

answer

The customers, the value created, and the message

question

Marketing efforts designed to get the product or service to the right customer, when that customer wants it, are called:

answer

Supply chain management

question

In delivering value, marketing firms attempt to find the most desirable balance between:

answer

Providing benefits to customers and keeping costs down

question

For U.S. businesses with strong export capabilities, expansion of U.S. trade agreements with other countries create:

answer

Opportunities

question

Brand extension is a popular marketing strategy because

answer

The firm can spend less on creating brand awareness and associations

question

_____________ is a method of prospecting in which sales people telephone or go to see potential customers without appointments.

answer

Cold calling

question

A manufacturer's rep is involved in ___________ selling.

answer

B2B

question

In competitive markets a firm will use ______________ to have its products stand out and make it easier for consumers to select the firm's product or service.

answer

Branding

question

Marketers ________________ an advertising campaign in order to ensure the various elements of the campaign will work in an integrated fashion and do what they are intended to do.

answer

Pretest

question

______________ stage in the personal selling process corresponds to the proposal analysis and supplier selection stage in the B2B selling process.

answer

Closing the sale

question

After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to:

answer

Increase the level of interest among consumers

question

Which of the following is NOT one of the steps in the AIDA model?

answer

Debate

question

The IMC communication process begins with ____________, who must be clearly identified.

answer

The sender

question

The ___________ allows the receiver to communicate with the sender in the IMC process.

answer

Feedback loop

question

One of the reasons IMC experts recommend repeated marketing communication efforts is it generally takes several exposures to an ad before a consumer fully processes the message. This is known as the:

answer

Lagged effect

question

Firms can use _________ to bring customers together to share experiences around the products.

answer

Community building

question

Marketing communications experts recognize reaching the right audience is becoming more difficult because:

answer

The media environment has become more complicated

question

Which of the following is NOT one of the 5 Cs of pricing?

answer

Collaboration

question

The Ethical Decision-Making Framework includes all of the following steps EXCEPT:

answer

Promote the firm's corporate social responsibility efforts

question

Market research includes all of the following except:

answer

Creating neutral data

question

_____________ involves defining the firm's marketing mix variables so that target customers have a clear, distinctive, and desirable understanding of the firm's offerings relative to competitors' offerings.

answer

Positioning

question

Retail check out scanning systems create a tremendous amount of purchasing information usually stored in a company's _________.

answer

Data warehouse

question

The shared meanings, beliefs, morals, values, and customs of a group of people are their:

answer

Culture

question

Market researchers can skip some steps in the process, but the research should always begin with:

answer

Defining the objectives and research methods

question

Marketing includes offering:

answer

Combinations of products, services, ideas, and causes

question

Many U.S. companies first discovered marketing during the ___________ era.

answer

Marketing

question

Successful and effective marketing does not rely on luck or serendipity. Effective marketing is:

answer

Planned

question

Firms with strong ethical climates tend to:

answer

Be more socially responsible

question

After _______________, marketers implement pricing, promotion, place, and product strategies for each target market.

answer

Performing an STP analysis

question

Using profit as the sole guide for corporate action can lead to short term profits but _______________.

answer

Long-term loss of customers

question

Introducing new products or services to a market segment the company is not currently serving is called:

answer

Diversification

question

The traditional marketing channel through which consumers find and purchase goods and services is known as:

answer

B2C

question

Advertising is a ______________ form of marketing communication using, among others, television, radio, print media, and the Internet.

answer

Paid

question

When ____________ are authorized to make decisions to help their customers, service quality generally improves.

answer

Frontline employees

question

Market research provides a means to better understand consumers' service

answer

Expectations and their perceptions of service quality

question

The difference between advertising and publicity is advertising is

answer

A paid form of marketing communication

question

Within each product category, the number of individual items are called ________.

answer

SKU's

question

Which of the following is NOT one of the types of private label brands?

answer

Experiential brands

question

_________ refers to the process by which the receiver interprets the sender's message

answer

Decoding

question

One of the fastest growing public relations tools is the use of:

answer

Corporate blogs

question

Unlike product, promotion, or place, price is the only part of the marketing mix:

answer

That generates revenue

question

Which of the following is NOT one of the advances in technology causing changes in marketing communication strategy?

answer

Store-front sandwich boards

question

In integrated marketing communications, encoding means:

answer

Converting the sender's ideas into a message, which could be verbal, visual, or both

question

To understand consumer behavior, marketers need to ascertain:

answer

Why people buy products or services

question

Many Hollywood movie stars were among the first to buy electric and hybrid vehicles. These stars often became __________, influencing other consumers' behavior.

answer

Reference groups

question

________ depends on the perceived benefits versus the perceived costs of searching, the locus of control, actual or perceived risk, and the type of product or service.

answer

How much time consumer spend searching for information

question

VALS is the most widely used _____________ tool.

answer

Psychographic

question

Value is:

answer

What you get for what you give

question

In recent years, cellular phone companies have worked hard to eliminate "dead zones", providing customers with service wherever they traveled. The cellular companies were focusing on ____________ value creation.

answer

Place

question

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:

answer

Target marketing

question

The "key" task in the control phase is to ensure that ________________ and that all employees of the firm have acted ethically.

answer

All potential ethical issues raised in the planning process have been addressed

question

Research has shown that firms that respond in the first few hours of a crisis with an organized plan and with compassion for those affected:

answer

Suffer fewer long-term effects on their reputation, and level of trust among consumers

question

Which of the following represents a way to build a sustainable competitive advantage using product excellence?

answer

Positioning the product using a clear, distinctive brand image

question

Efforts to change a brand's focus to target new markets or change the image of a brand are called

answer

Repositioning

question

_____________ is the number of categories within a product line.

answer

Product line depth

question

In retailing, effective packaging sends the message:

answer

Buy me!

question

Sales promotions include all of the following EXCEPT:

answer

Internet banner ads

question

_______________ is any interference in the IMC process.

answer

Noise

question

Marketers use corporate blogs to create positive word of mouth, gather feedback, respond directly to customers, and

answer

Build customer loyalty

question

In the IMC communication process, the _________ is the person who reads, hears, or sees and processes the message being communicated.

answer

Receiver

question

A demand curve shows the relationship between __________ in a period of time.

answer

Price and quantity demanded

question

A ______________ is a need or want that is strong enough to cause the person to seek satisfaction.

answer

Motive

question

_____________ is segmentation based on age, gender, education, and income.

answer

Demographic segmentation

question

When marketers monitor the economic situation affecting their target markets, they are likely to monitor changes in all of the following EXCEPT:

answer

Age

question

The fundamental goal of marketers when creating goods, services, or combinations of both, is to:

answer

Create value

question

A relational orientation is based on the philosophy that buyers and sellers develop:

answer

A long term relationship

question

During the implementation phase of the strategic marketing process, the firm's ethical questions:

answer

Shift from "can we" to "should we" serve the market in an ethically responsible manner

question

Customer loyalty is an important method of:

answer

Sustaining an advantage over competitors

question

Marketing mix strategies will vary depending on what marketers believe their target markets:

answer

Will value

question

___________________ lead(s) to a combination of lower prices, greater pricing flexibility, greater value to customers, and more attractive margins.

answer

Efficient operations

question

To get us to remember their ad and the product or brand in the ad, advertisers must first

answer

Get our attention

question

Which of the following is NOT a national brand?

answer

Piggly-Wiggly

question

Private-label brands are owned and managed by

answer

Retailers

question

Labor, materials, and energy are typically ______________ costs.

answer

Variable

question

In the AIDA model, the "do" stage is the:

answer

Action stage

question

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, where consumers do not act immediately after receiving a marketing communication.

answer

Lagged effect

question

Marketers know they want their brands and products to be in consumers' _____________ set.

answer

Evoked

question

The immediate factors affecting consumers include the actions of the:

answer

Focal company and the corporate partners

question

The idea of value-based marketing requires firms to charge a price that:

answer

Captures the value customers perceive they are receiving

question

Edward is seriously considering developing his entry-level marketing position into a full-fledged career. His mentor suggested he learn and demonstrate the Ethical Values in the AMA Code of Ethics. Which of the following is not one of those Ethical Values?

answer

Dedication to increasing the return on investment for shareholders as the main duty of the corporation

question

The time involved in making a purchasing decision, the actual money to be spent, the effort involved, and any sacrifice the buy makes are all elements of:

answer

Price

question

During which phase of the strategic marketing plan would the firm address the question of, "Did our actions have a negative impact on any stakeholder group?"

answer

Control

question

During the ______________ phase of the strategic marketing planning process, marketers utilize systems to check whether each potentially ethical issue raised in the planning process is being addressed.

answer

Control

question

The primary purpose of a brand is to:

answer

Distinctly identify one seller's goods or services from competitors' offerings

question

A product is ___________ that can be offered through a voluntary marketing exchange.

answer

Anything of value to consumers

question

In ________________ market situations, it is particularly important to continually find new and potentially profitable customers.

answer

B2B

question

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand, the brand has considerable:

answer

Awareness

question

Personal selling is an especially important part of IMC in:

answer

Business-to-business markets

question

____________ represents the Promotion in the four Ps of a firm's marketing mix.

answer

Integrated marketing communications

question

____________ segmentation is the most common basis of consumer market segmentation because these segments are easy to define and usually easy to reach.

answer

Demographic

question

Delivering the value proposition is also known as:

answer

Supply chain management

question

After developing a mission statement, a firm or organization next must perform:

answer

A situational analysis

question

Lionel is asked to conduct an STP analysis for his firm. The first thing he will do is:

answer

Divide the marketplace into subgroups

question

Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts. Retailers function as:

answer

Market intermediaries

question

______________ stage in the personal selling process corresponds to the need recognition stage in the B2B selling process.

answer

Generate and qualify leads

question

______________ means allowing employees to make decisions about how service is provided to customers.

answer

Empowerment

question

Perry wants to assess the effectiveness of his firm's Web-based IMC efforts. Perry will likely use all the following EXCEPT:

answer

The ration of hits to traditional hard-copy based flyers

question

The complete set of all products offered by a firm is called its product assortment, or _____________

answer

Product mix

question

Company sales invoices, Census data, and trade association statistics are examples of:

answer

Secondary data

question

Marketers must determine the price of a product carefully on the basis of the potential buyer's belief about:

answer

Value

question

To create effective value communication to target markets, marketers must first:

answer

Understand their customers

question

After a rash of embarrassing and potentially illegal activities, Jane is re-assessing the ethical standards and practices in her organization. Jane will assess all of the following areas EXCEPT:

answer

How the activities had affected the firm's reputation on Wall Street

question

Firms with upscale brands like Rolex and Gucci often have to protect their brand asset from:

answer

Counterfeits

question

_______________________ are advertising which focuses on public welfare issues.

answer

Public service announcements

question

_____________ is an extreme form of a segmentation strategy.

answer

Micromarketing

question

Marketers have learned that _________ influences what, how, where, and when consumers buy

answer

Culture

question

Of the five steps to the strategic marketing planning process, which step usually comes in the MIDDLE of the process?

answer

Identifying and evaluating opportunities

question

Successful and effective marketing does not rely on luck or serendipity. Effective marketing is:

answer

Planned

question

Customer excellence, which can be developed through a strong brand, unique merchandise or superior customer service, results in __________.

answer

Loyal customer

question

Which of the following activities does NOT involve marketing?

answer

Deciding how many hours to sleep

question

After a marketing firm has identified the various stakeholders and their issues and gathered the available data, all parties relevant to the decision should engage in:

answer

Brainstorming and evaluation of alternative

question

The evolution of marketing progressed along the continuum:

answer

Production, sales, marketing, value-based marketing

question

Value-driven marketers are constantly measuring the ____________ that customers perceive against the cost of their offering.

answer

Benefits

question

______________ is the set of assets and liabilities linked to a brand that add to, or subtract from, the value provided by the product or service.

answer

Brand Equity

question

.Metrics are used in marketing to:

answer

Capture consumer perception and behavior in quantitative terms

question

Which of the following is NOT true about marketing ideas?

answer

Marketing ideas does not involve real exchange value

question

When conducting a SWOT analysis, in what phase of the strategic marketing process is an organization presently engaged?

answer

Planning

question

Products that may damage the environment, use of sweatshop labor, and marketing of dangerous products are examples of:

answer

Marketing social issues

question

Value creation through place decisions involves:

answer

Making the good or service available when and where the customer wants it

question

After a marketing firm has identified the various stakeholders and their issues and gathered the available data, _____________ relevant to the decision should engage in brainstorming and evaluation of alternatives.

answer

All parties

question

Marketers involved in supply chain management are constantly balancing the:

answer

Goal of minimizing costs against satisfying the service levels customers expect

question

Effective salespeople anticipate and handle

answer

Buyers' reservations

question

_____________ stage in the personal selling process corresponds to the RFP stage in the B2B selling process.

answer

Sales presentation

question

A customer orientation toward pricing explicitly invokes the concept of ____________.

answer

Value

question

______________ could involved face-to-face, video teleconferencing, telephone, or Internet communication and interaction between a buyer and a seller.

answer

Personal selling

question

Generally, people buy one product or service instead of another because they:

answer

Perceive it to be the better value for them

question

Determining psychographic segments involves understanding consumers' _________________.

answer

Self-values, self-concept, and lifestyles

question

By paying close attention to customer needs and continuously monitoring the environment in which it operates, a good marketer can:

answer

Identify potential opportunities

question

As part of her company's SWOT analysis, Valerie is assessing the company's internal environment, including:

answer

Strengths and weaknesses

question

Firms achieve ________________ through efficient procedures and excellent supply chain management.

answer

Operational excellence

question

During which phase of the strategic marketing plan would the firm address the question of, "Should the firm be relocating its production to another country?"

answer

Implementation

question

The key to modern customer retention programs is:

answer

Viewing customers with the life-time value perspective

question

___________________ technology has been especially useful to salespeople when conducting research about products, customers, or competitors.

answer

Internet

question

The IMC communication process includes all of the following EXCEPT:

answer

The controller

question

Data collection begins:

answer

Only after completing the research design process

question

The consumer decision process can be influence by all of the following EXCEPT:

answer

Non-economic supply and demand factors

question

Benefit-cost analysis in market research weighs:

answer

The benefits of answering questions against the cost of the research

question

During which phase of the strategic marketing plan would the firm address the question of, "Is the firm prepared to support the development of an ethical climate?"

answer

Planning

question

Which of the following is a core aspect of marketing?

answer

Making product, price, place, and promotion decisions

question

One of the reasons marketers frequently use cost-based or competitor-based pricing strategies is because they are:

answer

Simple to implement

question

The basic difference between a good and a service is a good:

answer

Can be physically touched

question

In a recent Gallup survey, which of the following came in last in ratings of trusted professions?

answer

Car salespeople

question

Melinda, a marketing executive, is trying to explain _____________ to her parents by explaining the strategies, programs, efforts, and systems to identify and build long-term relationships with her customers.

answer

Customer relationship management

question

Dunkin' Donuts and Starbucks have transformed and led the branded coffee market by:

answer

Employing different but focused marketing strategy

question

A(n) _____________ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers.

answer

Brand

question

Advertisers often face the problem that consumers

answer

Remember the message but forget the brand

question

The idea that a good product will sell itself is associated with the __________ era of marketing

answer

Production

question

Yolanda is the new restaurant manager in a major hotel. When considering changes in the restaurant to improve benefits to customers, Yolanda will likely attempt to either provide the same quality at a lower cost or:

answer

Improve products and services at the same cost

question

The marketing goal of getting the "right quantities to the right locations, at the right time" is:

answer

Supply chain management

question

Marketers like to develop a _____________ customer, one who does not even consider alternative products or services.

answer

Brand loyal

question

Which of the following is NOT one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantages?

answer

Planning excellence

question

High pressure sales techniques, deceptive sales tactics and misrepresentation of company data are types of unethical behavior are likely to be observed in __________________.

answer

Marketing environments

question

The consumer buying process begins when:

answer

Consumers recognize that they have an unsatisfied need

question

Marketers have learned that gender roles:

answer

Have been blurred

question

A ___________ is a small group of people brought together for an unstructured, intensive discussion of a topic.

answer

Focus Group

question

Whether firms are planning to remain domestic or expanding globally, the marketers in the firm provide which of the following functions critical to overall success of the firm?

answer

Understanding customers

question

Some customers will seek to get a lot of merchandise for a small amount of money. In marketing, this is known as:

answer

Customers seeking value

question

During the ______________ phase of the strategic marketing planning process, marketers utilize systems to check whether each potentially ethical issue raised in the planning process is being addressed.

answer

Control

question

Effective promotion enhances a product's or service's:

answer

Perceived value

question

Heather had just started working at a mid-sized consulting firm, where she expected everyone would adhere to the highest ethical standards. She as a little surprised when she found the firm did not have a formal code of ethics, but she did not find a(n) __________________________, the basic starting point for creating a strong ethical climate.

answer

Set of values

question

___________________________________ measure consumers' sensitivity to price changes.

answer

Price elasticity of demand

question

Building a competitive advantage based on location is sustainable because:

answer

Is not easily duplicated

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