MKT Final

Under _________, the market consists of a few large sellers who are high sensitive to others pricing and marketing strategies?

oligopolistic competition

Moving products and material from suppliers to the factory is known as ___________ logistics?

outbound (X) inbound

Which of the following is a promotion tool used for trade promotion?

rebates (X) allowances

_______ is the differential effect a brand knowledge has on consumer feelings, thoughts, purchase behavior. Positive and strong:

brand equity

Which of the following is a disadvantage of using a magazine as an advertising medium?

it involved high costs

Which of the following is part of the microenvironment of a firms marketing environment?

the supplier who work with the company

Busch Statium in St. Louis charges different prices for seats in different areas of the ball park, even though each seat costs the come for the owners. What form of pricing is this called?

location based pricing

Noticed a sharp increase in sales over the last 2 months. Decide to do market research to identify potential causes for the drop in sales. Which of the following should the manager do first?

Define research objectives

Buying power to purchase computer that he wants, it has most likely become?

Demand

Mary-Kay cosmetics and Amway sell their products through home and office sales parties, social media, online web sites. Both companies use an _______ channel to distribute their offerings?

Direct

Which of the following will most likely be included in the "price" component of a company's marketing mix?

Discount

A company that sells personal care products send a trained observer to watch potential buyers in their natural environments. This is an example of what kind of research?

Ethnographic

A doctor performing surgery on a patient illustrates how a service can be produced and consumed at the same time. Which service characteristic?

Inseparability

__________ occurs when a company uses existing brand name for new forms, colors, sizes, ingredients or flavors of an existing product category?

Line extension

________________ are distribution channel firms that help the company see to the end consumer. These include wholesalers and retailers

Suppliers (X) Resellers

Two companies agree on a deal. One is going to offer superior displays, shelf space and promotion compared to other products. The other agrees as long as they have a huge share in the market. What channel arrangements do they have?

administered vertical marketing system

Which of the following describes product positioning?

arranging for a product to occupy a clear, distinctive and desirable place relative to the target markets minds

Which of the following is an example of a combination of sales promotions and direct marketing?

company sending emails to a customer about discount on a product during a holiday season

Integrating the entire distribution chain--from its own design and manufacturing operations to distribution through it own managed stores

corporate vertical

____________ is the total combined customer lifetime values of all the the company's current and potential customers?

customer equity

Channel length tend to be longer as the price per unit _____, as the number of customers to be served _____, and as the product's bulkiness _______.

decreases, increases, decreases

New line of eye makeup---hypoallergenic, easy application, all natural ingredients. Which of the following is a core customer value for this line of makeup?

desire for having beautiful eyes

The brand associations that you should position your brand around should be:

favorable, strong, unique

Which of the following is an example of a firm using public relations as a promotion tool?

firm providing interesting information about a product to the news media: press release

.....All 3 companies will enjoy greater sales and ultimately profits from the arrangement. This is an example of a ___________ marketing system?

horizontal

Consumers needs and wants are fulfilled though?

market offerings

Which of the following is a quantitative approach to research?

marketing survey

When a market segment is large or profitable enough to serve, it is termed _____________

measurable (X) Substantial

Markets sneakers "Athetix" and dress shoes called "Cameo" in order to target two different market segments. What branding strategy is most likely being used?

multibrands

Product width refers to the __________

number of different product categories the company carries