Reference no: EM13753065

Companies will use a __________ to contact and deliver product to the market target buyers.
 
New idea strategy
 
Product strategy
 
Relationship strategy
 
Value-chain strategy

__________ consist(s) of deciding the scope and purpose of the business, the objectives and the resources necessary to achieve the objectives.
 
Corporate strategy
 
Customer relationship management
 
Market sensing
 
Business and marketing strategy

The role of pricing often depends on how other components such as, advertising, sales promotion and distribution in the __________ are used.
 
Marketing program
 
Financial performance
 
Competitive strategy
 
Signal to the buyer

A __________ name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers.
 
Identity
 
Brand
 
Product
 
Trademark

The flat, flexible __________ offer several advantages in implementation, since they encourage inter-functional cooperation and communication. These types are responsive to changing conditions.
 
Plans
 
Organization designs
 
Communications
 
Incentives

Low prices may be used to gain sales and __________.
 
Achieve financial performance
 
Stimulate demand
 
Gain market share
 
Create product positioning

Whole Foods Market, Inc. provides products that appeal to middle class buyers who have strong value preferences for natural foods and are willing to pay premium prices for the products that are not often available from other grocery retailers. This group of people is Whole Foods' ______.
 
Brand centers
 
Communications group
 
Market target
 
Mass market

Which of these initiatives would not be part of customer relationship management?
 
Sales force productivity
 
Recall market research
 
Customer service and automated call centers
 
Automated customer contact systems

The ___________ is the configuration of distribution channels linking with end-users.
 
Distribution strategy
 
Digital channels
 
Value chain
 
Retail strategy

_________ include attitudes, brand awareness and brand preference.
 
Purchase behavior
 
Demographic variables
 
Use situation variables
 
Buyers needs and preferences

A PEST Analysis of the macro-environment includes a review of
 
Product, Economy, Segmentation, Targeting, and Loyalty issues
 
Political, Economic, Social, Technological, and Legal issues
 
Positioning, Economic, Strategy, Technological, and Loyalty issues
 
Product, Economic, Social, Technological, and Legal issues

The differences in buyers according to how they use products, the needs and preferences that the products satisfy and their consumption patterns create __________.
 
Market segments
 
One-size-fits-all
 
Audience management
 
Product differentiation

Defining the __________ is(are) (a) critical factor(s) that can be difficult to discern since it is easy to confuse symptoms with causes.
 
Performance gap
 
Problems and opportunities
 
Dashboard gap
 
Computer gap

__________ occurs when a product offering is perceived by the buyer as different from the competition on any physical or nonphysical product characteristic, including price.
 
Product differentiation
 
Routine
 
High-involvement
 
Low-involvement

Commercial air travel provides an interesting example also of the creation of new corporate __________ through strategic alliances, where the alliance becomes the identity such as the one world alliance, separate from the names of the two alliance partners, British Airways and American Airlines.
 
Strategy
 
Brands
 
Resource
 
Organization


Not acknowledging or responding to the threats and requirements of ___________ is the real danger. Even in markets assumed to be stable, innovation can quickly alter market space.
 
Creation of new market space
 
Fast changing markets
 
Commodization of product designs
 
Disruptive innovation

The __________ process provides an estimate of the profitability of a customer during the time span of the relationship.
 
Customer net sales
 
Customer recent profitability
 
Net present value
 
Customer lifetime value


___________ offers a company the opportunity to focus its business on the requirements of one or more groups of buyers.
 
Corporate strategy
 
Strategic marketing
 
Market segmentation
 
Corporate responsiveness

Reasons for conducting a(n) ___________ include: starting an evaluation program, corporate restructuring, entry into new product and market areas, acquisitions and the impact of Internet-based business models.
 
Strategic marketing audit
 
Balanced scorecard
 
Communications plan
 
Internal marketing plan


A ___________ is described by characteristics of people including why they buy and their preferences for brands of products.
 
Customer relationship management system
 
Market segment
 
Strategic marketing objective
 
Corporate capability

__________ measure(s) consumers' awareness of specific ads and campaigns by asking questions to determine if a sample of people remembers an ad.
 
Test marketing
 
Longitudinal studies
 
Recall tests
 
Analyzing historical data

_________ provide(s) simpler and less costly ways to match the value requirements offered by the products of incumbent firms serving the market.
 
Disruptive innovation
 
Fast changing markets
 
Commodization of product designs
 
Creation of new market space

__________ is the process of identifying and analyzing sub-groups of buyers in a product-market with similar response characteristics.
 
Audience management
 
Product differentiation
 
Market segmentation
 
One-size-fits-all

_________ track(s) advertising expenditures and sales results before, during and after an advertising campaign.
 
Recall tests
 
Analyzing historical data
 
Longitudinal studies
 
Test marketing

BMW's __________ for the new Mini, as a life-style vehicle, included describing the care as quintessentially cool with its biggest selling point being its individualistic appeal.
 
Value requirements
 
Market targeting
 
Segmentation design
 
Positioning strategy

The product, distribution, price and promotion strategy components are the marketing __________.
 
Mix
 
Target
 
Idea
 
Relationship

A __________ seeks to have the brand own a place in the eyes and mind of the buyer and the product be distinguished from the products of the competition.
 
Positioning strategy
 
Strategic market
 
Market target
 
Customer relationship strategy

What defines the corporation and what provides guidelines for managing the corporation is __________?
 
Corporate vision
 
Corporate strategy
 
Business and marketing strategy
 
Customer relationship management

___________ consists of planning, implementing and controlling an organization's communications to its customers and other target audiences.
 
Promotion
 
Advertising
 
Sales promotion
 
Personal selling

__________ consists of any form of non-personal communication concerning an organization, product or idea that is paid for by a specific sponsor. The sponsor makes payment for the communication via one or more forms of media (e.g., television, radio, magazine, newspaper, online).
 
Advertising
 
Personal selling
 
Promotion
 
Sales promotion