Principles of Marketing Final

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Which type of consumer sales promotion rewards loyal customers for making multiple purchases of a particular good or service?

A frequent buyer program

Neutrogena offered customers who purchased $30 worth of facial moisturizers, facial cleaners, and facial treatment products a $10 rebate by mail. This is an example of:

A sales promotion

Which criterion of useable market segments means the firm must be able to reach members of targeted segments with customized marketing mixes?

Accessibility

A new product strategy

Accurately described by all of these.

Christopher is a Gen Yer. If he fits the typical profile of his demographic, you could reasonably expect him to:

Actively seek out "green" products

An ____ is a customer who was sufficiently satisfied with his or her trial experience with a product to proceed with some further usage

Adopter

____ is any form of impersonal paid communication in which the sponsor or company is identified

Advertising

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

Advocacy

In 2008 United Airlines and American Airlines disclosed settlements in a class-action lawsuit over allegations of airfreight price fixing. This means the companies:

Agreed on the price they would charge customers for air freight

Which of the following is a key area that firms should monitor in the external environment?

All of the above

Following the customer-centric approach, an interaction can occur through:

All of the above.

Which of the following statements characterizes the growing ethnic markets in the United States today?

All of the statements characterize the demographic transition in the US today

Which type of research attempts to develop new or improved products?

Applied

What happen when demand is elastic?

As price goes up, revenue goes down.

______ are learned tendencies to respond consistently toward a given object.

Attitudes

Leader pricing is used to:

Attract customers to the store so they will buy other products in addition to the leader product

____ tries to get customers into the store with misleading advertising and the uses high-pressure selling to persuade the consumer to buy something else more expensive

Bait Pricing

Miller Lite's long-running "Great Taste... Less Filling!" advertising campaign was ranked by Advertising Age magazine as the 8th- best advertising campaign in history. Miller Lite was using ______ segmentation in this ad campaign.

Benefits

Mosaic Labs has developed a chemical compound that prevents mildew in even the most humid climates. The week after the compound was invented, a group of the firm's employees got together and listed ways the product might be used. This is an example of:

Brainstorming

A ___ is the part of the brand that can be spoken

Brand name

_______ involves developing product offerings customized for the appropriate customer segment and then pricing and communicating these offering for the purpose of enhancing customer relationships.

Campaign Management

______ is one of the potential disadvantages associated with a multisegement strategy.

Cannibalization

Which ethical theory compares a current ethical dilemma with examples of similar ethical dilemmas and the outcomes thus allowing one to determine the severity of the situation and to create the best possible solution according to other's experiences?

Casuist Ethical Theory

The capacity of a particular marketing channel member to control or influence the behavior of other channel members is known as:

Channel Power

Like many other professional organizations and businesses, the American Marketing Association has developed a formal, written guideline to help its members make better ethical decisions. This document is a:

Code of ethics

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions referred to as:

Cognitive dissonance

During the ___ stage of the new-product development process, production starts, inventories are built up, the product is shipped to distribution points, the sales force is trained, and advertising and promotion begin.

Commercialization

____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes

Communication

___ advertising compares two or more specifically named or shown competing brands on one or more specific attributes

Comparative

Frito-Lay is considered the king of the salty snack industry with its distribution network of 42 plants, 12,800 delivery people, and more than 900 tractor trailers formed into a retail delivery powerhouse. Smaller manufacturers of salty snacks find that monitoring the activities of Frito-Lay is an effective way to monitor the _____ factors within their external environments.

Competitive

______ provides the mechanisms for evaluating marketing results in light of the plan's objectives and for correcting actions that do not help the organization reach these objectives within the budget guidelines.

Control

Dr. Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible. She is using a ______ sample.

Convenience

______ is the concern of business for the long-range best interests of both the company and its relationship to the society within which it operates.

Corporate social responsibility

Which of the following products is MOST likely to use reminder promotion?

Crest toothpaste

___ is used by public relations specialists to handle the effects of unfavorable publicity.

Crisis Management

If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is:

Cross-tabulations

Using consumers to develop and market product is called:

Crowdsourcing

All of the following are characteristics of culture EXCEPT:

Culture is an inherent trait

______ is defined as the relationship between benefits and the sacrifice necessary to obtain those benefits.

Customer Value

A company that has a(n) _____ customizes its product offerings based on data generated through interaction between the customer and the company.

Customer-centric focus

Toys "R" Us collects a vast amount of data through its web site, direct mailings, and retail stores. To be useful, all of these data would be centralized in a(n):

Data Warehousing

Colgate manufactures a fruit-flavored Spongebob Squarepants toothpaste for kids. The age-based variable that distinguishes the market for this product is an example of a(n) _______ segmentation.

Demographic

The study of people's vital statistics, such as age, race, and ethnicity, and location, is called:

Demography

The ______ states that people should adhere to their obligations and duties when analyzing ethical dilemmas.

Deontological theory of ethics

McKesson Wholesalers provides health care products to pharmacies. It purchases bandages, gauze, antibacterial cream, and ointments from a variety of different manufacturers and resells them to pharmacies so that mnay of the items a customer might need for a cut will be available in the store. McKesson is aiding consumers by overcoming:

Discrepancy of assortment

Making sure products are available when/where customers want them is the job of which element of the marketing mix?

Distribution Strategies

All of the following are categories of adopters in the diffusion process of innovations except

Doubters

Informative promotion is generally used:

During the early stages of the product life cycle

Recession, inflation, and consumers' incomes that influence the marketing environment are called _____ factors.

Economic

Consumers' responsiveness or sensitivity to changes in prices is known as:

Elasticity of demand

_______ refers to the latitude organizations bestow on their representatives to negotiate mutually satisfying commitments with customers.

Empowerment

________ gives customers the feeling their concerns are being addressed and at the same time gives employees the feeling their expertise matters to management.

Empowerment

___ is the conversion of the sender's ideas and thoughts into a message

Encoding

Jan's twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family. Jan cannot cook and wishes she could do the same. An ad for Stovetop stuffing promises "one-box, three meal ideas, 30 minutes." Jan makes a point of adding this item to her grocery list. According to Maslow's Hierarchy, this ad appeals to Jan's _____ needs.

Esteem

_________ refers to the moral principles or values that generally govern the conduct of an individual or a group.

Ethics

Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes. As Warren looked for where he should go on vacation, he consulted a publication called Smart Money and learned the islands of Aruba, Bonaire, and Curacao are not in the hurricane belt. Now he will only consider these islands resorts as possible vacation destinations. This group of resort islands is called Warren's:

Evoked Set

Manufacturers of consumer goods often give away trial sizes of new products to encourage:

Experience learning

Maribeth and Asher are trying to think of someplace to take their kids this weekend. Asher thinks it might be fun to take the kids to Coco Key, an indoor waterpark located in a nearby city. However, since no one in the family has ever been to Coco Key before, they will be unable to assess the ____ o the waterpark until the actually visit.

Experience quality

A(n)_________ is characterized by the researcher's altering one or more variables- such as price or package design—while observing the effects of those alterations on another variable (usually sales).

Experiment

Which type of warranty is a written guarantee?

Express

Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young women consult this magazine as they plan their special day. The segmentation base used to define the publication's target market is based on ______ variables.

Family life cycle

Noah is a budding photographer who is proud of his work. He wants to share his photos with others online. Which of the following is Noah MOST likely to use to share his photos?

Flickr

People who are concerned about potential hazards surrounding "natural" dietary supplements should take their concerns to the ______.

Food and Drug Administration

A company that has a market orientation and adheres to the marketing concept does NOT:

Fuel sales growth through the application of aggressive sales techniques

The first step in the selling process is:

Generating leads

The Coca-Cola Company has over 450 brands in over 195 countries. According to their web site, their products range from Samurai, an energy drink available in Asia, to Vita, an African juice drink. Coca-Cola uses ______ segmentation in this marketing strategy,

Geographic

Rexona, marketed by Unilever, is the world's number one deodorant brand. The brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example of a:

Global brand

The movement to develop and market products designed to minimize negative effects on the physical environment or to improve the environment is known as:

Green Marketing

All of the following are functions of packaging except

Guarantee product quality

It is difficult to achieve consistency and standardization of services because of which service characteristic?

Heterogeneity

After the research team at Nabisco had generated more than two dozen new-product ideas for a substitute for partially hydrogentaed oils that tastes the same but has zero trans-fat, the company formed a committee to analyze whether the product ideas were consistent with the organization's new product strategy. This is called:

Idea screening

The first step in the marketing research process is to:

Identify and formulate the problem/opportunity to be studied

The goal of environmental scanning is to _______.

Identify opportunities and threats in the marketplace

Point of purchase promotions work best for

Impulse buys

Deal$ stores sell a wide variety of low-priced merchandise: party supplies, cleaning products, toys, food, housewares, and health and beauty products for both men and women. Many items in the store are priced no higher than one dollar. Which type of demographic segmentation is Deal$ using?

Income

Heinz is a leading global food manufacturer. It manufactures and markets Farley's, Jack Daniels Sauces, and Weight Watchers foods. The use of these brand names instead of the Heinz name is an example of a ____ branding strategy

Individual

______ is the measure of the decrease in the value of money, expressed as the percentage reduction in value since the previous year.

Inflation

Labeling that is designed to help customers make proper product selections and lower cognitive dissonance after the purchase is referred to as:

Informational labeling

Kathy purchased an Amazon Kindle e-book reader as soon as they came onto the market. She paid $399 for the product, which she bought the first day it was released. Kathy works in Information Technology and is always looking for new electronic products to buy. She would best be described as a

Innovator

Which unique characteristic of services means consumers must be present during the production?

Inseparability

Tobacco company Philip Morris runs television ads where they promote quitting smoking and direct viewers to a web site for support and help. These ads are examples of ___ advertising

Institutional

Promotion for a brand like Bound fabric softner includes advertising, sales promotion, and public relations. To successfully launch its new product that attaches to the inside of the dryer and dispenses fabric softner, marketers of this brand need to coordinate all the promotional elements to assure consistency of the message a every contact point where a company meets the consumer. In other words, the marketers of Bounce would need to use:

Integrated Marketing Communications

The stages of the product life cycle, in order, are

Introduction, growth, maturity, decline

The marketing research problem:

Is information oriented

___ is the practice of marking up prices by 100 percent

Keystoning

In a CRM environment, _____ is defined as the informal process of collecting customer information through customer contacts and feedback on product and service performance.

Learning

Studies of how consumers relate to the internet entertainment classify them into nine different groups. One category is "Mouse Potatoes," who spend most of their time online, who want the most current gadgets, and who believe the world pictured in the cartoon The Jetsons will someday exist. This is a description of the _______ of "Mouse Potatoes."

Lifestyle

Which of the following is a data manipulation technique that projects the future value of the customer over a period of years using the assumption that marketing to repeat customers is more profitable than marketing to first-time buyers?

Lifetime Value Analysis

Strategic plans require:

Long-term resource commitments

Low response rate is a problem commonly associated with

Mail surveys

Which of the following is NOT a type of competitive advantage?

Management Structure

Vick's, Nestle, Pepsi, and Toyota products are examples of ___ brands because of who owns them

Manufacturer's

Which of the following would imply demand would be elastic?

Many substitute products.

Profit maximization occurs when

Marginal revenue equals marginal cost

In order to expand its sales into the U.S. market, BRL, an Australia-based winemaker, agreed to a merger with a U.S.-based wine distribution company. According to Ansoff's strategic opportunity matrix, BRL would be implementing a _________ strategy.

Market Development

Which of the following is a type of strategic alternative that tries to increase market share among existing customers?

Market Penetration

Acme Lawnmowers sells its mowers to retailers at different prices, depending on whether they are independent stores or members of a national chain. It uses ____

Market Share

A business is concerned with many day-to-day activities. Some of the most important of these activities are the planning and development of a product, its pricing policy, and the distribution strategy. These activities are all part of:

Marketing

________ occurs when a business is defined in terms of goods and services rather than the benefits customers seek from it.

Marketing Myopia

Earl is starting a new bank. Before their opening day Earl had a meeting with all employees. He discussed their mission, defined objectives for the bank for coming years and shared who their target market is. He talked about their product offerings and where their future branches would be located. Earl is sharing the bank's:

Marketing Plan

The owner of a small chain of local coffeehouses could use ______ to determine why customers do not seem to like her coffeehouse's new location.

Marketing Research

Which of the following is the inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer?

Materials Requirement Planning (MRP)

In which stage of the product life cycle do marginal competitors start dropping out of the market?

Maturity

The ___ is the channel used to convey a message to a target market

Medium

Blogs with strict post length limits are called:

Microblogs

The ______ answers the question, "What business are we in?"

Mission Statement

The growers of Vidalia onion have determined that their chief priority for choosing a transportation mode with the US is transit time. However, this must be tempered by practical cost considerations. In light of these considerations, Vidalia onion growers should use ____ to ship their onions.

Motor Carriers (Trucks)

Which step in the consumer decision making process is a result of an imbalance between actual and desired states?

Need recognition

Just as Terri was driving in sight of a billboard for Chipotle Mexican Grill, a small child darted out into the street in front of her. Terri was so concerned with avoiding the child that she totally missed the restaurants billboard. In terms of the communication process, the small child acted as :

Noise

Land's End offers customers the option of having jeans and other types of pants made to fit them according to their waist, hip, and leg length measurements. This is an example of:

One-to-one Marketing

UGG footwear has a portion of its web site featuring photographs of celebrities wearing UGG shoes. The celebrities serve as:

Opinion Leaders

In which logistical component of the supply chain will you find electronic data interchange a common feature?

Order Processing

When a firm introduces a new product at a relatively low price because it hopes to reach the mass market, it is following a ____ strategy. The low price is designed to capture a large share of a substantial market and produce lower production costs.

Penetration pricing

Imagine life without the little spinning wheel icon to remind you that your computer is still searching for a web site or copying documents. Without this wheel consumers might think the computer has stopped working. This process in which consumers interpret this stimulus into a meaningful and coherent picture is called:

Perception

A (n) _______ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands.

Perceptual Map

Kinko's has a long-term business relationship with PeopleSoft in which PeopleSoft awards must of its training and education materials printed to Kinko's. Which promotional activity was most likely used to make this $5 million deal?

Personal Selling

Which of the following is one of the basic tasks typically performed by promotion?

Persuading

According to Maslow's Hierarchy of needs model, the first needs most people would try to satisfy are their ____ needs.

Physiological

All of the following are elements of the marketing plan EXCEPT:

Portfolio analysis

The ______ is a tool for allocating resources among products or strategic business units basis of relative market share and market growth rate.

Portfolio model

______ is the development of a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general, and is related to the place a product occupies in consumers' minds relative to competing offerings.

Positioning

______ is the process of dividing a market into meaningful groups that are relatively similar and identifiable.

Positioning

Hallie is a calculating, self-centered salesperson. She never engages in relationship marketing. She looks on any sales situation as a "win-lose" situation, and she believes and legal method she can use is justified when she wins. Hallie is most likely at the ______ stage of ethical development.

Preconventional morality

When Maya purchased a full size bottle of Purell Hand Sanitizer, she received a free, purse-sized bottle as well. The purse sized bottle is an example of a

Premium

The Comcast Triple Play package includes cable television, Internet, and telephone service for a price significantly lower than the cost of the three services priced separately. This is an example of ____

Price Bundling

At a price of $6,000 only 191 of the Moulton 60 Model bicycle are being made. If Moulton sells each one of the bicycles at that price, then a state of ____ has been achieved

Price Equilibrium

All of the following statements about price are true except:

Price means the same thing to the customer and the seller.

The level of relationship marketing that is least likely to be effective in the long term because its advantage is easily imitated by other firms is based on:

Pricing Incentives

When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting?

Primary

A ___ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things

Product

Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car. This is an example of ____ advertising

Product

Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's

Product Mix

Which marketing management philosophy focuses on the question, "What can we make or do best?"

Product Orientation

Stormbreaker, a new spy movie, details the story of Alex Rider who, after the death of his uncle, is recruited as an M16 spy. Armed with a special set of gadgets, Rider's mission is to save millions of lives. In James Bond fashion, the cross pen serves one of the key gadgets in the film. The maker of cross pen paid to have its pen featured in this movie. This is an example of

Product placement

Lea Kirkham is a physician. She charges each patient the same price for a physical examination, whether the procedure takes 10 minutes or a full hour. Which pricing policy is Dr. Kirkham following

Professional services pricing

An organization is using ____ when it sets its prices so that total revenue is as large as possible relative to total costs

Profit maximization

All of the following are marketing management philosophies EXCEPT:

Profitability Orientation

During the growth stage of the product life cycle:

Profits peak

A plan for the optimal use of advertising, personal selling, sales promotion, and public relations is called a:

Promotional strategy

______ is the analytical technique used to examine consumer lifestyles and to categorize consumers.

Psychographics

Odd-even pricing is also called:

Psychological Pricing

____ is the promotional mix element that evaluates public attitudes, identifies issues that may elicit public concern and executes programs to gain public understanding and acceptance.

Public Relations

Public information about a company, good, or service appearing in the mass media as a news item is:

Publicity

A manufacturer using the ___ promotional strategy focuses its promotional efforts on the consumer.

Pull

An ad in a trade magazine targeted to veterinarian urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by products manufacturer. This ad is an example of how manufacturers use a ___ strategy

Push

When Rick purchased a Xerox color printer for his law office, he was able to mail in proof-of purchase and his cash register receipt to receive a check from Xerox for $200. Rick received a

Rebate

A period of economic activity characterized by negative growth, which reduces demand for goods and services, is called:

Recession

A group in society, such as family, friends, or a professional organization, that influences an individual's purchasing behavior is called a(n):

Reference Group

Which of the following statements about reference groups is true?

Reference groups serve as information sources and influence perceptions

One of the main responsibilities of sport markets is to keep their loyal customers as heavy users and escalate lower-level users into loyal customers. An effective tool for accomplishing this goal would be ____ marketing.

Relationship

______ is a strategy that focused on keeping and improving relationships with current customers.

Relationship Marketing

Which type of list includes names and addresses of individuals who have responded to an offer of some kind?

Response List

Altria Group Inc.'s Phillip Morris failed at an attempt to target Americans looking for a potentially safer cigarette. This market exhibits a lack of:

Responsiveness

Each week Jess comes to the supermarket with a list of essential items: milk, bread, peanut butter, and chocolate. This is an example of:

Routine Response Behavior

Which marketing management philosophy is often adopted by organizations that sell unsought products such as life insurance, retirement plans, and pre-planned funeral services?

Sales Orientation

Britney is fifteen years old and wants to open her own business selling cupcakes to local coffee shop and restaurants. She is having a tough time deciding whether to base her pricing objectives on market share, dollar sales, or unit sales. Regardless of which she chooses, her pricing objectives can be categorized as:

Sales oriented

____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, sampling, and trade shows

Sales promotion

A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs.

Sales proposal

Market-oriented firms primarily focus on their efforts upon:

Satisfying the wants and needs of their customer

Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called ______ data.

Secondary

While many economic indicators have been negative during the first half of 2009, the Wall Street Journal recently reported that a U.S. retail sales were actually up in April. In fact, the performance of 61% of the retailers in the study topped analysts' expectations. If Costco used this report as factor in their expansion plans they would be using _____ data.

Secondary

Xoom.com is a San Francisco based online money transfer company that provides consumer remittance services. With the Xoom bank deposit service, consumers can send money directly to bank accounts in several countries around the world. Xoom.com would be classified as a

Service

The 99 center is a retail store where all of the merchandise is priced at 99 cents. This retailer uses:

Single price tactic

Which of the following manufacturers most likely uses intensive distribution?

Snickers candy bar

Quaker Oats & other cereal manufacturers have developed what they call "breakfast-with-one-hand" products- no-mess breakfast bars and drinks that can be consumed while commuting. The popularity of the on-the-go food is largely the result of changes in ______ factors.

Social

Janet will only purchase Crate and barrel products for her home. The products are expensive but Janet feels they have the highest quality and will last a very long time. These products represent____ products.

Specialty

Which public relations tool involves a company spending money to support an issue, cause, or event that is consistent with corporate objective?

Sponsorship

Russell Athletic, which is part of Berkshire Hathaway, Inc., is a leader in sports apparel, an industry that is growing rapidly. Russell Athletic is an example of a(n) _______ according to the portfolio model.

Star

When the local Shell station raises or lowers its prices on its gasoline, the Marathon station across the street makes the same changes in its pricing. This is an example of ____ pricing.

Status Quo

JCPenney sends representatives to shop a similar retailers to make sure it's charging comparable prices for its products. JCPenney probably uses a ____ strategy

Status Quo Pricing

Until spun off in 2007, Kraft was part of the Altria Group Inc. Kraft had its own management team, mission statement, and target markets different that Altria Group Inc. Kraft was a _______ of Altria Group Inc.

Strategic business unit

The SWOT acronym refers to a firm's analysis of its:

Strengths, weaknesses, opportunities, and threats

____ is the quantity of a product that will be offered to the market at various prices for a specified period.

Supply

The connected chain of all of the business entities, both internal and external to the company, that perform or support the logistics function is known as the:

Supply Chain

_______ is the idea that socially responsible companies will outperform their peers y focusing on the world's economic, social, and environmental problems viewing them as opportunities to build profit and help the world at the same time.

Sustainability

By visiting the pricelss.com site, MasterCard users can register for a chance to win an all-expense-paid trip for two to New York to see tow Broadway plays. This prize package will be awarded through a ___ since there is no skill involved.

Sweepstakes

Retailers and merchant wholesalers are examples of intermediaries that:

Take title to a product

A(n) _______ is a group or organizations for whom an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges.

Target Market

Colorific recently began competing with Crayola coloring products. At the beginning of the school year, the ____ for Colorific products consists of back-to-school shoppers.

Target Market

In the future, electrical power may come from quantum nucleonics, a form of nuclear power that produces no residual radiation. Then ability to use this form of power will require equipment adaptations, but it will solve the world's need for clean and efficient power. When quantum nucleonics is developed, it will be an example of how ______ factors can affect an organization.

Technological

Lawn Boy manufactures 13 models of walk behind lawn mowers and 6 of types of riding mowers. Even though lawn mowers is a product category that does not sell year round, sales remain steady all year because Lawn Boy sells to wholesale distributors that stock the product. Its wholesale distributors are helping to overcome a ___ discrepancy.

Temporal

All of the following are one of the six models of social control EXCEPT:

The corporation

For which of the following situations would a price-skimming strategy be most appropriate?

The introduction of a unique, roomy automobile model that has extremely low energy and fuel costs

People who believe in the _____ judge according to time-and-place ethics.

Theory of moral relativism

For an exchange to take place:

There must be at least two parties involved

Coke drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. Critics of these new vending machines are concerned that entertaining technology is being used to market sugary products. In terms of a SWOT analysis, this concern would be an example of a(n):

Threat

The My Coke Rewards program allows consumers to ear reward products and services by registering points they receive by consuming Coca Cola products. The My Coke Rewards program allows Coca Cola to collect information about consumers that they can use to optimize profitability, revenue, and customer satisfaction. The My Coke Rewards program is an example of a(n) _______ program.

Total Quality Management

Apple, Inc. has stores, a web site, and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system. All these possible areas of the company where consumer can communicate with the business are called:

Touch Points

The mode of transportation that provides the most accessibility is

Truck freight

Riot media is a media and toy company that capitalizes on the "gross-out" humor that boys ages 8 through 12 greatly enjoy. In other words, it targets:

Tweens

Which of the following is a potential disadvantages associated with an undifferentiated strategy?

Unimaginative product offerings

Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges. Airlines are using these rewards as a means of implementing _______ segmentation.

Usage-rate

Compared to the other classifications of consumer products, shopping products are:

Usually more expensive than convenience products and are found in fewer stores

Among the late majority group, adoption of a product primarily results from

Word of mouth communications

Lead qualification involves determining whether a prospect has

a recognized need, buying power, and willingness to see a salesperson

One of the advantages of television advertising is

ability to reach wide and diverse audience

Relationship Selling

emphasizes a win-win outcome

Outdoor advertising

is a flexible low cost medium that can take many forms

Sales Promotion

offers a short term incentive to buy

Social Media:

offers more one-to-one ways to meet consumers than traditional marketing media


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