Finale Marketing Management

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The most trusted source of expectation is

A consumer own experience

Companies seek to improve their current products for numerous, overlapping reasons including

All of the above

The smartest marketers are always monitoring the

All of the above

What sort of customer information should be discussed in a marketing plan

All of the above

Which of the following is not a way marketers wish to affect consumers in advertising

All of the above are ways marketers affect consumers in advertising

Which of the following does not impact pricing for a company

All of the above impact a company's price

When a brand has strong share in an industry that is not experiencing a high rate of growth, it is best referred to as a

Cash cow

What can arise when channel partners differ in their opinions on how to please customers and maximize profit

Channel conflict

Which of the following is not one of the 5C's

Convenience

Markelers try to figure out what _____ want and then try ta figure out how to provide it and make money doing so

Customers

Today's marketplace is focused more on

Customers

Which source of expectation do customers consider to be especially valid objective

Third party communications

Marketers hope to convert new customers into each of the following EXCEPT

full price customers

In marketing, grp is an acronym for

gross rating points

Top down is also called ________ because the idea comes from within the company, and then feedback from the outside is sought later in the process.

inside out

The 4Ps include all of the following EXCEPT

positioning

The idea of targeting

selection

In a(n) ________, a brand is mentioned and it's features, attributes, and image portrayal, etc, are conveyed in the message

Noncomparative advertisement

One way marketers get customers to relate to brands is by creating a brand ________ such as Nicky mouse or the pillsbury doughboy

Personality

On what did the early marketplace primarily focus

Product

Which of the following is the general term used to describe both goods and services

Product

A fairly subtle approach to advertising can be done with

Product placement

There are two perspectives in assessing each segment's attractiveness in terms of it's potential for targeting

Profitability and strategic fit

The benefits marketers receive from turning short term exchanges into long term customer relationships is due

Relationship marketing

STP represents

Segmentation targeting and positioning

Variable

Services are said to be more _______ than goods

Which of the following types of media are the most expensive but yield the largest reach

Tv advertisement

Which of the following is an assessment of what the customer gets compared with what the customer gives up

Value

The central element of what is purchased is called the "core" and anything bought on top of that is called

Value added

There are two primary considerations in marketing strategy. Which of the following is NOT one of the two considerations.

What are we going to buy

Instead trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out

Which customers might like their product, and how to get the product into their hands

Breadth

Which of the following terms refers to the number of product lines offered by a company

Depth

Which of the following terms refers to the number of products in a line

Inseparability

Which of the follows the result of services being more impacted by the interaction between the service provider and the consumer

Marketing plan are often viewed as

Works in progress

AIDA represents attention, interest, desire and _______.

action

Gender, age, and income are all qualities of what segmentation base

demographic

In a(n) _____ an advertisement emphasizes the positive benefits, but also acknowledges either some product weakness or that a competitor dominates on some attribute

two sided argument

What do the letters of USP represent

unique selling proposition


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