exam 3 business business
viral marketing
a local cable satellite company offering $100 bonuses to existing customers who refer their freinds and family is relying on
penetration strategy
a low initial entry price, often lower than the eventual market price, to attract many customers and discourage competition
location
a major benefit of using vending machines to reach consumer is
retail
a major employee of marketing graduates are ____ organizations
publicity
a negative story can circulate against a firms wishes which is considered a disadvantage of ____
convenience good
a product that consumer wants to purchase frequently and with minimum effort is a good or service called
outlet store
an establishment that sells directly from a manufacturer at reduce prices, although some of the merchandise may be flawed or "seconds" is likely
economy
as the ____ slowed, marketers had to adapt offering products that were less expensive and more tailored to consumers with modest incomes
closing
asking for the order and showing the clients where to sign is known as ____ the sale
brand loyalty
at the core of brand equity is
product line
companies rarely sell one product but offer a
cost-based pricing
companies that develop elaborate cost accounting systems to measure production costs, add in a margin of profit and come up with a price using
their goal is to provide consumers with the best possible value at the lower cost to the company
companies who use organization such as SAP or peoplesoft to manage complex supply chains recognize that they are actually value chains because:
geographically concentrated
compared to consumer market, buyers in the B2B market tend to be more
total product offer
considering an ipods look and feel, its feature as well as apple's reputation demonstrate a consumer evaluating
few and large
customers in B2B are
stakeholders
customers, employees, shareholders and other provide some of the research that companies gather These groups are directly affected by the company are called _____
tv advertising
despite the growth of alternative promotional tools, such as mobile and internet advertising ____ is still dominant medium
break-even analysis
determining profitability at various levels of sale is
word-of-mouth
discussions about products on web 2.0 social networking sites like twitter or on company online forums are examples of _____ sales promotion
a podcast
distribution of audio and video feeds over the internet to subscribers is known as :
volume
dividing the market by the amount of a product used is called _______ segmentation
psychographic
dividing the market using a group's, value, attitudes, and interest is ______ segmentation
price and cost
due to competition and demand in the marketplace, ___ and ___ are not always related
primary data
in order to gather additional in-depth information needed for business decisions, marketers must do their own research by gathering:
price
in setting a product's_____, a business need to take into account producing, distributing, and promoting the product
marketing concepts (CSP)
in the 1950s, a philosophy emerged where a business recognized the need to be responsive to consumers if they wanted to get their business. This philosophy is referred as
television
in the US the great amount of money spent on advertising is on
market
in the long run, price is determined by
qualifying
in the selling process, making sure that people have a need for a the product, the authority to buy, and the willingness to listen to a sales message is known as
publicity
suppose you want to introduce your store, VERY VEGATARIAN to consumers but you have little money to promote it. Having a press conference to announce your grand opening could get broadcasters to provide some ___
product differentiation
the creation of real or perceived product differences is called
brand loyalty
the degree to which customers are satisfied, like the brand, and are committed to further purchases refer to :
maintain quality and consistency
the goal of a franchise system is to
consumer behavior
the investigation of consumer thought processes at each stage in a purchase in order to determine the best way to help the buyer buy is called:
B2B
when a business purchases the services of a public accounting firm to perform an audit of their financial data they are engaging in the ____ market
specially designed promotion
masterfoods tried to promote caramel MM to the US hispanic market and failed, but it had great success selling products that proved successful in Mexico to the Hispanic market in the US. This suggests that some markets are large enough for
variable costs
materials and direct labor costs used in making products are example of ____
over 65
one of the fastest-growing segments of the US population is
competition based pricing
pricing based on the pricing activities of other companies in relation to a product
consumer decision-making process
problem recognition, information search, evaluation of alternativs, purchase decision and post purchase evaluation are the steps in the
the marketing mix
recognizing what stage of its life cycle a product is in has a direct impact on marketers decisions about
equity
reestablishing the notion of brand ___ is a major goal of future marketers because it strengthens consumer commitment to brand name
fixed costs
regardless of the number of product made, _____ are those expense that remain the same
may never experience decline
relative to the product life cycle, because ketchup is a classic product it
preapproach
retail salespeople do not usually have to go through the ____ step in the selling process
electronic selling
retailers who sell goods and services to ultimate consumers over the internet are engaged in
objectives
_____ have a direct impact on pricing strategy and should therefore be clearly formulated in the context of the stratetgic marketing plan and rest of the marketing mx
adapting
_____ products to new markets is an ongoing process for marketers wishing to complete succesfully
interactive
_____ promotion replaces monologue with dialogue, which establishes a more collaborative relationship between buyer and seller
podcasting
______ enables independent producers to create self-published, syndicated "radio shows"
culture
______ is set of values, attitudes, and ways of doing things passed from one generation to another in a given society
price leadership
______ is the strategy by which one or more dominant firms set the pricing practices that all competitors in an industry follow
generic
a ___ good is a non-branded product that usually sells at a sizable discount compared to other brands
department
a ___ store carries a wide variety of product such as clothes, furniture, and housewares, usually at higher prices than discount store
manufactureres, and sales
a ____ agent represents several non-competing manufacturers in a specific territory, where as ____ agent represent a single prodcucer in a large territory
convenience
a ____ store that sells food and other frequently needed items at convenient locations and may be open all night.
global advertising
a _____ campaign does not always recognize specific cultural differences from one region to another
generic
a _____ name is the name for a whole product category
they get a lot of free help
a benefit for retailers of an administered distribution system is that
selective
a benefits of using ____distribution strategy is that producers are ensured of quality sales and service
trademark
a brand that has exclusive legal protection for both brand name and its design is a
an existing retail store that adds online outlets
a brick and click store Is:
form
a butcher who cuts a larger piece of beef into steaks is an example of _____ utility
viral
a company that pays people to say positive things about its products over the internet is using _____ marketing
consumer and industrial
a computer kept at home for personal use is considered ___ good, whereas the same computer purchased for use in a business is conisdered ___ good
retail cooperative
a contractual distribution agreement that requirements cooperation in promotions, purchasing, and other distribution functions and is initiated by the retailers is a
retail cooperative
a contractual distribution system where independently owned retailers intitate an agreement to cooperate on promotions, buy from the same wholesaler, and use the same name
house, distributor, and private label
a dealer brand may also be caleld
a wide variety of products at prices lower than department stores
a discount store is one that sells
administered distribution system
a distribution system where producers manage all of the marketing functions at the retail level is;
publicity
a firm does not pay the media costs for _____ and it not identified as the orginator of the message
break-even
a firm is at ______ point when revenue is equal to all costs
retail
a firm that purchases goods from a manufacturer and then sells those goods or product to final consumers is considered an
newspaper have cut staff and need sources of information
a good reason public relations is becoming more and more important today is:
product line
a group of products that are physically similar or are intended for a similar market are referred as
product line
a group of products that are physically similar or are intended for a similar market are referred to as a
reference group
a group that an individual identifies with and that influences beliefs, attitudes, values or behavior
direct selling
a house party where those invited are sold merchandise such as jewelry vacuum cleaners or comestics is an example of the type of nonstore retailing callled
fill
a key function in marketing is to find a customer need and ____ it with a product or service
not delivering what is promised
a leading cause of new-product failure is
are too similar to competitors
a major reason why many new products fail is that they
email promotion
a major retailer sending out a monthly e-mail highlighting its current sales promotion is an example of ____
selective
a manufacturer of major appliance such as refrigerators is likely to use which distribution strategy
form
a manufacturer who assembles the components of a computer for sale is providing which form of utility
form
a manufacturer who assembles the components of a computer for sale is providing which form of utility?
business to business market
a market that consists of all the individuals and organizations that want goods and services to use in producing other goods and services is called the:
sales promotion
a marketer trying to stimulate consumer purchasing and dealer interest by means of short-term activities is likely to use _____ as an incentive
direct marketing
a marketing activity such as telemarketing or catalogs that directly links the manufacturer or intermediares with the ultimate consumers is
relationship
a marketing strategy with the goal of keeping individual customers over time by offering them product that exactly meet their requirement is _____ marketing
radio
a medium that is especially effective at reaching audiences when they have fewer distractions is
full service wholesaler
a merchant who performs all of the service functions is known as
brand
a name symbol or design that identitfies the goods and services of one seller or group of sellers is
inbound logistics
a person responsible for bringing raw materials, packaging, other goods and services and information from suppliers to producers is working the field of _______
supply chain management
a person who will oversee the process of managing the movements of goods from raw materials to the ultimate consumer and any necessary returns or recycling is in the busniess of
prospect
a person with the means to buy a product, the authority to buy, and the willingness to listen to a sales message is known as
need
a presentation in the sales process is designed to match the benefits of a product to the client's
word-of-mouth promotion
a promotional tool that involves people telling other people about products they've purchased is known as
rfid chip
a radio frequency identification chip is a method of tracking products and is more commonly called
add enough value to products to outweight the added costs
a reason why marketing intermediaries such as transport companies and wholesalers have survived is that they
specialty
a retailer that sells a wide selection of goods in one category, such as jewelry is an ____ store
approach
a salesperson who calls a potential customer for the first time is in the _____ stage of selling process
approach
a salesperson who calls a potential customer for the first time is in the _____ stage of the selling process
answer objections
a salesperson who has anticipated customer doubt about a product and formulated proper responses is ready for the _____ stage of the selling process
focus
a small group of people who meet under the direction of a discussion leader to communicate their opinions about a product is a __________ group
trial
a step in the selling processes that consists of a question or statement that moves the selling process toward the actual close is known as the ____ close
place utility
a supermarket that assembles a variety of goods in a location near your home is providing:
profits and product life cycle
a theoretical model of what happens to sales and ___ for a product class over time is called _____
cognitive dissonance
a type of psychological conflict that can occur after a major purchase is
customer relationships management (CRM)
a type of software product that helps establish long-term relationships with customers is known as
service utility
a type of utility that is especially important for retailers as a competitive advantage in selling more complex products such as computers that require continuing assistance for updates and training is
integrated marketing communication
a university develops a promotional strategy that includes, among many others, advertising in newspaper and over the internet, personal selling through recruiters, and offering all expenses paid trips to visit the campus. What type of marketing technique is the university likely to be engaged in?
food and general merchandise and may require payment of a membership fee to shop there
a warehouse club is a retailer that sells
distribution
a warehouse used to gather shipments from any places and quickly redirect them to another location is ____ warehouse
be so efficient they can beat them on cost
a way that traditional retailers can complete with online retailers is to
time
a webstite that is avalable 24/7 provides customers with ____ utlity
drop shipper
a wholesaler who solicits order from retailers and other wholesalers and then arrange to have the merchandise shipped directly from the producer to the buy is
brand name
a word , letter or group of words or letters that differentiates one seller's goods and services from those competitors is called
merchant
about 80 percent of wholesalers take title to the goods they handle as either full-service or limited-function _____ wholesalers
intermediares
activities or task associated with ___ cannot be elimnated from the process of getting goods to consumers
cost-based pricing
adding up various costs relative to producing a car such as engine parts, body, tires and radio and adding a profit margin to come up with the vehicle price is
place utility
adding value to products by having them where people want them is ______ ultility
close
after a salesperson successfully answered a customer's objection, he or she will have to ____ the sale
differ greatly
age, education level, income and taste are all examples of how consumer groups:
channel of distribution
agents, brokers, wholesalers, transportation companies and retailers who together move goods from producers to consumers form a path called ______
B2B sales are indirect
all of following specific to the B2B market except
a customer blogging about a product
all of the following are types of sales promotion except:
industrial
an ___ good is sold from one business to another
information
an advantage of rfid chips is that they carry more ___ than bar codes
brings sellers and buyers together
an agent or broker
supermarket
an establishment that sells mostly food and other nonfood products such as cleaning supplies without requiring a membership is called a
factory rent expense and business insurance
an example of fixed cost
sport cars
an example of product that require exclusive distribution strategy is
reduce
an imporatant advantage of using marketng intermediaries is that is ______ the number of exchanges in the channel of distribution, making it more efficient
social media
an important addition to online market research is
quantities and assortments are available where and when needed
an important function of the channel of distribution is to ensure that
distributed product development
an increase in outsourcing and alliance building has resulted in ______ that often includes coordinating with companies in other countries
recycling
an increasingly important part of the supply-chain process that involves re-using roducts that are not completely used up is
a blog
an online diary that looks like a web page but it easier to create and update by posting text, photo, or links to other is known as:
freight forwarder
an organization that puts many small shipments together for different companies to create a large, cost-effective shipment is
house brand
another name for a dealer brand or private label brand is
demand-based
another name for the target costing pricing strategy is
non price competition
as consumers have more access to price information from around the world, _____ is likely to increase as people will look beyond the price to total value offered
advertising
asante is the marketing managers of a fortune 500 company. while planning the next year promotional mix, he dcides to pay for few videos that presents the companys product and place them on the internet as well. asante is planning the next years' ____ campaign
package
attraction, protection, and description are three of the functions that a ___ must perform
product
auto companies truly seem to be listening to customers who are environmentally concerned by offering more fuel-efficient cars. they are adjusting the ____ factor of the marketing mix
air
because it is very expensive, only a small proporation of shipping goes by
successfully differentiate their product offerings
bottled water companies have used branding, pricing and promotion to
packaging that changes a product
boxes of juice and liquid milk that do not need refrigeration are examples of
association
brand _____ means a brand has been linked to other favorable images
the process used to determine profitability at various levels of sale
break even analysis is
rational
business buyers are generally more ____ and less emotional than household consumers
specialty goods and services
business consulting services, imported chocolates, fine watches, and expensive win is
products
businesses cant fill the needs of every consumer group. therefore, a business might decide which groups to serve, and then develop __-__ specially tailored to their needs
market segments
campbell soup is a company that has had some success studying consumer markets and breaking them down into groups WITH SIMILAR CHARACTERISITICS known as
convenience goods
candy gum milk snacks are examples of
learning
changes in an individual's behavior resulting from previous experience is:
ethnic
changes in the us population that creates challenges for marketers are different tastes and preferences of growing ___ groups such as hispanis and asian american
packaging
changes or improvements to a product line can sometimes be accomplished through
marketing
choose the term that is defined as a set of processes for creating, communicating, and delivering value to customers
tasks
classifying goods by shopping category helps marketers determine the best strategy and marketing __
intermodal shipping
combining multiple modes of transportation to complete a single long-distance movement of freight is known as
target-costing
companies that use ___ make price an input to the product development process by estimating the price people would be willing to pay for a product then subtracting
considering whether all of the benefits exceed all of the costs
consumers calculate the value of a product by
pull
consumers going to stores asking for a specific product could be result of a successful ___ strategy
primary data
data that you gather yourself to meet a specific need is called _______
costs
demand-based pricing is based on what customers are willing to pay for a produce due to its perceived value, not the _____ of producing it
one to one marketing
developing a unique mix of goods and services for each individual customers is:
concept testing
developing an accurate description of your product and asking people if they like the idea is
product analysis
developing cost estimates and sales forecasts to learn whether a new product idea meets financial objectives is called
mass
developing products and promotions to please large groups of people is ______ marketing
brand manager
direct responsibility for all aspects of a product line or a brand including the marketing mix is the role of the
at their homes or businesses
direct selling differs from direct marketing because it uses personal contact by salespeople to reach consumers
language
direct translations of slogans and product names from one ____ to another often misrepresent a product
product screening
during ___, a marketing manager should use such criteria as fit with the firm's other products, profit potential and marketability
product placement
during the airing of a major sitcom the actors eat a popular cereal for breakfast. This type of advertising is known as
increase
during the growth stage of the product life cycle, sales and profits mostly
there is a limitless market for the product
during the production era it was believed that one should produce as much as you can, because:
secondary
existing data is called ____ data since you arent the first one to gather the data
customer
focusing on profit allows an organization to serve and expand to serve _____ wants and needs
adds prestige to purchases
for the buyer, a benefit of purchasing a brand name is that
objectications
gathering testimonials when preparing for a sales presentation can be helpful in overcoming customer _____
intermediraries
getting products to consumers when and where they are wanted is critical to market success. Many time is it the responsibility of:
candy gum milk
goods that are intensive distribution
bundling
grouping two or more products together and pricing them as a unit is
higher, lower
high low pricing requires a firm to set prices that are ___ than everyday low price stores and then have special sales that set price that are ____ than competitors
storage
holding goods in a facility or facilities for later distribution in a logistics function known as:
environmental scanning
identifying the factors in the environment that affect marketing success is the process called
pull
if a producer's use of coupons in a _____ strategy is successful, then consumers will go to the store and request the products
pipelines
if you were choosing a means of transportation for oil, the cheapest and most dependable would be by
knock offs
illegal copies of national brand name goods are called
all the elements of the marketing mix
in B2B company, a brand manager is often responsible for
follow up
in B2C sales the ____ step is important but is often neglected
B2C
in ___ sales, the salesperson does not have to do much prospecting or qualifying
cooperate as a unified system of store
in a wholesaler - sponsored chain, such as ace hardware, the retailers agree to
freight forwarders
in addition to combing small shipments to create cost-effective loads, _____ may also offer customs assistance and warehousing
exceed
in customer relationship management, you do everything you can to satisfy customers, or even to ______ their expectations
green
in marketing automobiles when a company talks about a design created to save on gas and energy, the focus is on promoting the product by emphasizing how ____ it is
user category
in order to determine the proper marketing strategy, goods must be classified by
eras
in the united states, most but not all companies have evolved by passing through the four ______ of marketing
corporate
in which type of distribution system are all of the intermediary functions owned and controlled by the manufacturer?
specialty good
individual consumers percieve the category of a good or service differently, for many coffe is a shopping good but for those who require starbucks it has become a _____
industrial goods
installations, capital items, and accessory equipment are examples of
making it easier for consumers to visualize the product
interactive video has affected direct marketing by
place
intermediaries may assist with moving product from producers to the consumers. this affects what factor in the marketing mix?
commercialization
is the marketing process of promoting a product to distributors and retailers and developing strong advertising and sales campaign to generate and maintain interest in the product among distribturos and consumers
specialty
it is common for ______ goods to be marketed through exclusive magazines and websites
decisions
it is important that marketers convert data to useful information to help managers make better _____
one product
it is unusual for a company to sell
consumers
it is wise for marketers to communicate with ____ to learn what is most important to them in a final offering
7
it takes about ____ ideas to generate one new commercial product
overhead
kiosk and carts have lower ___ costs, so they are able to offer convenience goods at needed locations at lower prices to retail consumers
stage
knowing what ___ of the product life cycle a product is in helps marketers make intelligent and efficient marketing decisions
convenience good
making a product readily available and creating the proper image is the best way to promote a good classified as
marketing focused on a flow of goods from seller to buyer
many people still think of marketing as selling, marketing, and distribution because in the past
changes in consumer preferences and the marketplace
market research is a continuous process responding to
classes of consumer goods
marketers must recognize that different customers perceive the same product, such as coffee as beloning to different
secondary
marketers should gather ________ data first because it is already available and to avoid incurring unnecessary expense
segment
marketers use age, education level, income and taste to _____ markets
nonprice competition
marketers who seek to differentiate their products by promoting attributes such as safety or the brand name are using:
secondary data
marketers who want to avoid incurring unnecessary expenses when researching data should first gather:
assist in moving goods and services from producers to users in B2B and B2C markets
marketing intermediaries were once called middlemen because they
agents or brokers
marketing intermediaries who bring buyers and sellers together and help negotiate an exchange without taking title to the goods themselves are;
the internet
new products are getting rapid exposure to global markets through
raise funds to support their cause
nonprofit organizations use marketing in order to:
primary
often secondary data does not provide all the information managers need for decision making, and they must gather ____ data
industrial
oil-drilling bits, cash registrar, and office desks are _____ goods
65
one fo the fastest growing segments of the us population is people over the age of
online
one goal of ____ advertising is to get potential customers to a website where they can learn more about the company and its product
to protect the goods inside
opening bag of chips and seeing air
marketing intermediaries and middle men
organizations that assist in moving goods and services from producers to B2B and from business to consumers B2C are called
low
outlets centers offer ___ price which is a good way to create an attractive total product offer, but customers must be careful because not all bargain priced products are high quality goods
brand association
packaging influences ______ by presenting products using the same name, symbol and slogan
marketing research
paying attention to the needs of stakeholders such as customers, employees, shareholders, dealers and media representative is part of
benefits and services associated with product
perceived value of a product is calculated by consumers through careful consideration of
buy
personal sales today makes use of such tools as tablets and laptops to help the buyer to _____
objection
personal selling is the most flexible of the promotional methods because it gives marketers the greatest opportunity to communicate specific information that might answer ___
railroads
piggyback shipping combines trucks with:
service
product lines and product mixes are also present in the ____ industry
subtly advertise products
product placement is designed to____
industrial goods
product used in the production of other products are
face similar competition
products in the same product line usually
unsought
products that consumers are unaware of or have not thought of buying are
specialty
products that rely on reaching special market segments through advertising are
similar
profit-making and nonprofit organizations use _____ promotional techniques to communicate with people in their target markets
commercialization
promoting a product to distributors and retailers and developing strong advertising to generate interest in the product are components of ___
commercialization
promoting a product to distributors and retailers to get wide distribution is
interests and attitudes
psychographic segmentation factors
many new organizations are searching for new stories
public relations is a good alternative to advertising because:
preapproach
questions like "which people in the company will use the product?" are addressd durng the ______ phase
administered distribution system
retailers get a lot free help with display, inventory control, pricing, and promotion without signing an agreement
concept testing
revelations about whether or not a new product will be liked and purchased by consumers are revealed during
within and outside
sales promotion happens both ___ and ____ of the company
internal sales promotion
sales training is an important example of
internal sales promotion
sales training is an important example of:
lifestyle and personality
sample variables that are part of psychographic segmentation
target marketing
selecting which groups or segments an organization can serve profitably is called
slow
sending goods by ship is the least expensive way to transport, but the drawback is that it is
culture
set of values attitudes and ways of doing things passed from one generation to another
ethnic groups
shifts in the us population have created new challenges for marketers as they adjust their products to meet the tastes and preference of growing number of ___-
social trends
since population growth and changing demographics can have an effect on company sales, marketers must monitor:
differentiate their offerings
small businesses are flexible and thus able to gain market share through offering creative options that
open new channels of distribution
small businesses can use nonstore retailing methods such as the internet to:
infomercials
some products, such as personal development seminars, real estate programs and workout tapes are best promoted through
sampling
sometimes marketers place representatives at a supermarket to hand out free samples. What promotional tool are they using?
to have no subsitute
specialty products are considered
brand awareness
sponsoring events like football's fedex orange bowl is an example of way to build
event
sponsoring rock concerts or attending events to promote your product is ____ marketing
packaging
squeezable ketchup bottle make serving this condiment more convienient for consumers and thus, changes the percetion of the product through its ___
attract new business and tourism
state government will use marketing in order to
finished goods
supply chain management adds value by increasing efficiencies and coordinating activities from the source of raw materials to completion of the ______
interfirm and international
supply chain management has become very complex, as many firms outsource functions... as a result supply chain management is
concept testing
taking a product idea to consumers to test their reaction
primary data
telephone surveys, online surveys, mail survey,s and personal interviews are the most common forms of gathering:
test marketing
testing a product among potential users is:
motor vehicles
the 2nd largest surface transportation mode is
market
the ___ will ultimately determine the price of goods
product life cycle
the ____ is an illustration of the theoretical movement in sales and profits for a product class over time
B2B
the ____ market includes manufactuerers, intermediaries, hospitals, school, charities and government
presentation
the ____ phase is a great time to use testimonials showing potential buyers that they are joining leaders in other firms who are using the product
logistics
the activity that control the planning, implementing, and controlling of the physical flow of materials and information from points of origin to points of consumption to meet customer requirements at a profit is:
marketing
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, lcients and partners at large is called
outbound logistics
the area of logistics that manages the flow of finished products and information to business buyers and ultimate consumers is:
combining price, service, and quality appeal
the best appeal for shopping goods are
organizations
the business-to-business market is made of all individuals and _____ that want goods and services for production, sales to other
overall supply chain
the channel of distribution with functions that occur between the producer of goods and services and the consumer and is part of the
product mix
the combination of product lines offered by a manufacturer are called
product mix
the combination of product lines offered by a manufacturer is
mix
the combination of promotional tools of an organization uses is known as the promotion ____
production
the consumer market concentrates on goods and services for personal consumption and the b2b market focues on goods and services to be used in
customers
the consumer market consists of 80 million households, but there are fewer ___ in the B2b market of an industry like auto manufacturing
individuals and households
the consumer market is made up of
price
the cost of producing, distributing and promoting will all influence the product's
price
the costs of producing, distributing, and promoting the product will all influence the product's:
most wholesalers take title to the goods they handle
the difference between wholesalers and agents and brokers is that
multilevel marketing
the distribution channel created when independent contractors are recruited by upliners and then recruit downliners, all of who receive commissions is called
intensive
the distribution strategy that places the product in as many retail outlets as possible is
exclusive distribution
the distribution strategy that sends products to only one retail outlet in a given geographic area is
needs
the emphasis in those firms with a customer orientation is to meet consumer ____ rather than on promotion and sales
supply chain or value chain
the entire sequence of linked activites that must be performed by organizations to move good from the sources of raw materials to the ultimate consumer is
personal selling
the face-to-face presentation and promotion of goods and services is known as _____
marketing mix
the factors that go into a marketing program: product, price, place, and promotion is called
production 1. marketing 2. production 3. selling
the first era in marketing then.... era followed by selling era
target
the first step in planning a promotional campaign is to identify the ____ market
problem recognition
the first step in the consumer decision-making process is _____
service
the focus of the marketing era that makes sure everyone in the organization has the same objective - customer satisfaction is the _________ orientation
place or distribution
the fourth p of marketing, which includes shipping, transportation, storage, logistics and supply-chain management is known as
meeting customer requirement at a profit
the goal logistics is to manage the physical flow of materials and information from points of origin to points of consumption:
psychological pricing
the goal of ______ pricing is to make the product appear less expensive than it is by using pricing points such $3.99
meeting customer requirements at a profit
the goal of logistics is to manage the physical flow of materials and information from points of orgin to points of consumption;
health care
the increase in the number of older adults creates a growth in demand for:
consumer market
the individuals or househouls that want goods and services for personal consumption or use, and have the resources to buy them are part of the:
data
the internet allows customers to gather ____ from competitors websites to compare prices and features for products and services
build relationships with customers
the internet is fundamentally changing the way marketers are working with customers. Marketers now want to ____ over time
consumer behavior
the investigation of consumer thought processes at each stage in a purhcase in order to determine the best way to help the buyer buy is called:
cheaper
the key advantage of secondary data is that the cost of collecting the data is ______ than for primary data
perceptions, attitudes, and motivation
the key factors under the psychological influence of decision making are
defining the questions and determining the present situation
the key first step of the market research process is
fishyback
the least expensive way to ship goods overseas is usually
product analysis
the main goal of ____ is to get a feel for the profitability of new product ideas
public relations
the management function that evaluates public attitudes, changes policies and procedures in response to the public's requests and executes a program of action and information to earn public understanding and acceptance is known as
service orientation
the marketing concept that relates to the idea that the entire organization must be focused on customer satisfaction is called
customer orientation
the marketing concept that states that a business must find out what consumers want and provide it for them is called the:
determines opportunities and challenges
the marketing research process is conducted in order for a company to make good decisions because it
category
the marketing task is different depending on the product _____
material handling
the movement of goods within a warehouse or on the factory floor to specific workstations is
middlemen
the organization thats move good and services between producers and those who use the products and services are called marketing intermediaries or
customer
the part of the marketing concept that focuses on finding out what consumers want and giving it to them is _____ orientation
product ideas
the part of the new product development process that requires listening to emplyees, customers and suppliers is generating new
break even point
the point where revenues from sales equal all costs is called the
demand-orientated
the pricing strategy in use when a firm prices product based on consumer demand is
speed
the primary benefit of shipping goods by air
product screening
the process of ______ helps manufacturers determine whether a product fits well with the present products and has good marketability and profit potential
integrated marketing communication
the process of coordinating the promotion mix elements and synchronizing promotion as a unified effort is called
segmentation
the process of dividing the total market into groups who members have similar characteristics is market ___
describes the sales and profits of a product class
the product life cycle is a theoretical model that
push
the promotional strategy in which the producer uses wholesaler discounts, personal selling, sales promotion contests, and other promotional tools to convince wholesalers and retailers to stock and sell its merchandise is known as _____ strategy
selective distribution
the retail distribution strategy that sends products to only a few preferred retailers in the area is:
volume segmentation
the segmentation technique that divides the market by the amount of a product used is :
benefit segmentation
the segmentation technique where the product features appeal to certain segments:
product
the starting key component in the marketing mix is to design and offer a want-satisfying
psychographic segmentation
the study of a group's value, attitudes, and interest in order to determine the group's lifestyle is called the
publicity
the talking arm of public relations is known as
texting mining tools
the tools that can help companies measure online conversations about their products and their personnel are called ________ tools
factory processes
the transformation of raw materials, parts, and other input into finished goods such as shoes cars or clothes is done by
regionalism
the trend today is moving from globalism to _____, in the future, marketers will prepare more customer-designed promotions to reach even smaller audiences
storage, and distribution
the two major forms of warehouse are ____ warehouse used to keep goods for a longer time and ____warehouses where goods are gathered and reshipped more quickly
information utility
the two way flow of communication between marketing participants is called
contractual distribution system
the type of distribution system in which intermediaries are independent but agree to cooperate are participating in
packages
the use of UPC codes on their ___ makes products more appealing to retailers, as it helps control inventory
search engine
the use of ______ advertising such as that on google or bing, bring together marketers and those they would like to reach
mobile marketing
the use of text messaging by marketers is known as:
time
the utility added by marketing intermediaries that add value by making products available when theyre needed is ______ utilty
good quality and fair price
the value of product is defined as _____ at a _____
brand equity
the value of the brand name and associated symbols refers to:
utlity
the want-satisfying ability, or value, that organization add to goods or services is
consumer
there are relatively few customers in the B2B market because there are just a few construction or mining companies compared to 80 million households in the US ______ market
marketing
there is a wider variety of careers in ____ than in most business disiciplines
handling objections
this personal selling step is described as : countering reasons for not buying the product
directly, and intermediaries
tire manufacturers sell ____ to auto manufacturers, but use ____ to sell to ultimate customers
product category
to determine a ____, marketers must carefully monitor their customer base and how products are perceived
category killer
toys r us and office deport are examples of type of retailer known as
timely delivery
two major problems with electronic retailing have been that, after the sale, retailers do not provide adequate customer service or time_____
marketing mix strategies
understanding the product life cycle can provide marketing managers some basis for planning
marketing mix
understanding the product life cycle can provide marketing managers some basis for planning ____ strategies
shopping
value quality price and style are closely scrtinized among similar products before a consumer decide which ____ goods to purchase
demographics and geographics
what are the two most common methods of segmenting markets
customer relationship
what is the era that extended the marketing concept by learning as much as possible about present customers
rfids
what is the name for the tracking system that uses radio frequencies to track merchandise
subculture
what is the set of values, attitudes, and ways of doing things that results from belonging to a specific ethnic, racial or group called?
telemarketing
what is the type of nonstore marketing that uses toll-free numbers to supplement online or catalog sales
wholesaler
what is the type of organization that sells to other businesses, manufacturers, and hospitals who then resell the product or use it in a product or service that is resold?
adapt
what must marketers do if they listen to customers and recognize the changes in markets?
outlet or warehouse
what store would likely use low price to create an attractive total product offering
must come up with new names for their differentiated offering
when a brand name becomes generic name, manufacturers:
niche marketing
when a company finds a small but profitable market segment and designs products just for them, the company is engaged in:
informercial
when a company launches a full-length TV program devoted exclusively to promoting goods and services they have launched an ___
interactive
when a company offers an online forum used to answer questions about its products, it is engaging in ____ promotion
brand insistence
when a consumer insists on one specific brand, making the product a specialty good, it is known as
insistence
when a consumer insists on one specific brand, making the product a specialty good, it is known as brand ___
service utility
when a customer receives fast and friendly service after purchase, he or she is to be enjoying ____ utility
intermodal
when a firm decides to combine multiple modes of transportation to complete a single long-distance movement of freight, ____ shipping is used
product
when a firm establishes a single ____ and promotional strategy that it can implement worldwide, it is creating a global advertising campaign
merchant wholesalers
when a firm is independtly owned and takes title of the goods they handle, they are ___ wholesalers
product mix
when a firm offers more than one product line, it is said to be offering a ___
skimming price strategy
when a firm prices a new product very high to make optimum profit while there is little competition is called
third party logistics
when a firm uses outside companies to move good it is known as
infomercial
when a product is hard to sell, it requires testimonials, demonstrations and graphics which lend itself to employing the use of _____ as a promotional strategy
selling on consignment
when a rack jobber retains title to the good until they are sold and shares profits within the retailair, the jober is :
prospecting
when a salesperson first identifies a potential buyer, the sales person is _____
qualifying
when a salesperson takes the time to make the selected customers actually need the products and have willingness and authority to buy, he is in the _____ step of the selling process
the value of marketing intermediaries who provide and assortment
when an individual goes to a supermarket and selects a box of cereal from several choices of type brand and size it is an example of
objections
when answering ___, a salesperson should think of questions as opportunities for creating better relationships rather than challenges
objections
when answering ____, a salesperson should think of questions as opportunities for creating better relationships rather than challenges
that price becomes too high
when bundling goods or services into one package, marketers must not include so much that :
association
when company ads for luxury products include well known and succesful people, the ad is making an attempt at brand____
value
when consumers calculate ___ they look at the benefits of a product or service and subtract the costs to determine whether the benefits exceed the costs
sociocultural
when evaluating the marketing environment a company looks at population shifts, values, attitudes and trends. these are referred to as ____factors
multilevel
when independent contractors are recruited by upliners and then recruit downliners, all of whom receive commissions, ________ marketing is being employed
reach more people they most want to reach
when marketers advertise on an online search engine such google or yahoo, they can
market research
when marketers gather information on business trends, global trends, and consumer buying patterns they are conducting:
distributors
when marketers promote products to _______ and dealers they implement sales promotion to intermediaries
management of the promotion mix
when marketers target future buyers with sampling, coupons and rebates while using publicity to target all customers in a particular region, they are exhibiting ____
sales promotion
when marketers use samples, coupons, cents-off deals, display, premiums or rebates as ______ tools, they are promoting to consumers
subculture
when one belongs to a specific ethnic group which creates a set of values and attitudes, then that person belongs to
selling
when production capacity exceeded the immediate market demand, the business philosophy changed from the production era to the ______ era
mobile media
when starbucks sends out a text message to alert consumers when they are near a store it is engaging in _____ promotion
word-of-mouth
when the author of freakonomics promoted his books by blogging, it was an example of _____ marketing
brand insistence
when the consumer will not accept a substitute for a particular product, the consumer has developed
subculture
when values, attitudes, and ways of doing things results from belonging to specific ethnic, racial, or other group that one identifies close with, it is termed
personal selling
whereas consumer promotions are based on more advertising, B2B sales are based on
buyers are well trained and more professional
which factor is part of buying procedures in the B2B market
reverse logistics
which form of logistics is being used when a customer sends a product back to the manufacturer becase of defects or have it recycled?
possession
which form of utility is concerned with transferring ownership of a product or service from one party to another
rail
which method of transportation carries the largest percentage by volume for all goods shipped withi the US
faculty teaching awards
which of the following are examples of internal sales promotion in a college setting?
price
which of the four p's below is the most difficult for a manager to control due to the impact it has on consumer evaluation of an offering?
product analysis
which step is the new product development process involves estimating costs and sales to get a feel for the new products potential profitability
direct
which type of marketing directly links consumers to manufacturers and is one of the fastest growing types of retailing
commissions based on a percentage of the sales revenue
while merchant wholesalers earn a profit from selling goods they own, agents and brokers are paid:
limited function wholesalers
wholesalers who perform only a few functions but do them especially well are
cash and carry
wholesalers who serve mostly smaller businesses who come in to pick up a few items, pay for them, and take them with them are known as _______ wholesaler
most local businesses target a small area that can be efficiently reached through local advertising products
why do local businesses prefer advertising in newspaper, radio and yellow pages?
people look more closely for coupons and other promotional deals to save money
why do sales promotions increase during economic crises?
few other media allow advertisers to reach so many people with such an impact
why would denny's risk spending 5 million on advertising during the super bowl
opportunities and challenges
with marketing research, marketers analyze markets to determine:
technological factors
within the marketing environment, computers, telecommunications, bar codes, data interchange, and internet changes are all considered:
manufacturers brand name
xerox kodak sony and dell are examples of _____
trial
"would you like me to put that on hold"? is an example of a _____ close for a B2C customer
******
*****
**********
**********
industrial good
B2B is another name for
consumer
B2B is larger than the _____ market
the resource is found in only a few locations
B2B markets such as oil producers tend to be more geographically concentrated because
service
B2B sales are based on selling because there are fewer customers and they demand more personal
rational
B2b marketing strategies also differ from consumer marketing because business buyers have more ____ decision-making processes
must adapt to local tastes
US food companies that do business globally
target costing
__ aims to design a product so that it satisfies customers and meet the profit margins for a company
salesperson
___ must know the product and competitors products throughly
variable costs
____ change according to the level of production
digital video recording
____ is a technology that has made TV less attractive to advertisers
sales promotion program
_____ are designed to supplement personal selling, advertising, public relations, and other promotional efforts by creating enthusiasm for the overall promotional program.
promotion
_____ consists of all the techniques sellers use to motivate people to buy their products
packaging
_____ has become more important due to the rise in self-service outlets
total product offer
everything that consumers evaluate when deciding whether to buy something is referred to as the
