Final test Mark 311
According to the text, ______ is the location does Coca-Cola is consider a promising long-term growth opportunity
Africa
the process of comparing the company's products and processes to those of competitors or leading firms in other industries to identify best practices and find ways to improve quality and performance
Benchmarking
is designed to present brand content that engages consumers and creates customer brand community
Branded Community Website
a _____ is a written representation of a salesperson completed activities
Call Report
strategies that strongly position the company against competitors and give the company the strongest possible strategic advantage
Competitive Marketing Strategy
2) The first step in initiating competitive marketing strategies is to conduct ________. A) a private screening B) a competitive advantage analysis C) management modifications D) competitor analysis E) absolute advantage processing
Competitor Analysis
is the term best describes sites such as New York Times on the web and ESPN.com
Content Site
is the fastest growing form of direct marketing
Digital and Social Media Marketing
Amazon.com and Geico approach customers via websites or mobile apps
Direct Marketing
Companies such as Amazon.com and Expedia.com that sell products/services directly to final buyers exclusively over the internet
E-tailors
Which of the following is designated to help foster trade between nations?
GATT
If a company ________, it should adopt a product sales force structure, in which the sales force specializes along product lines. A) specializes in a single product B) manufactures a small number of simple products C) maintains that product specialization is counter productive D) has numerous and complex products E) lacks salespeople with superior technical know-how
Has Numerous and Complex Products
Immediately after deciding which markets to enter, the company should determine ________. A) the most suitable global communication program B) how to price its products in different markets C) the global marketing organization D) the global marketing program E) how to enter the market
How to enter the Market
Companies can identify competitors from a ________ point of view. Here they define competitors as companies that are trying to satisfy the same customer need or build relationships with the same customer group. A) customer's B) market nicher's C) market D) database E) industry
Market
are designed to engage consumers and interactions that will move them closer to direct purchase or other marketing outcomes
Marketing Websites
Critics have charged that some companies intentionally manufacture their products with materials or components that cause the product to need to be replaced before it actually should need replacement. What is this called?
Planned Obsolesence
Deceptive practices fall into three groups
Pricing, Promotion and Packaging
Critics charge that promotion adds only ________ to a product. A. functional value B. qualitative value C. psychological value D. moderate value E. strategic value
Psychological Value
_____ is a limit on the amount of goods that an importing country will accept in certain product categories
Quota
The ________ is specifically focused on future company needs only. A) societal marketing concept B) strategic planning concept C) sustainable marketing concept D) marketing concept E) consumer business concept
Strategic Planning Concept
In a ______ economy, the vast majority of people engage in simple agriculture. They consume most of their output and barter the rest for simple goods and services. These economies offer few market opportunities. Many African countries fall into this category.
Subsistence
According to the text McDonald's was criticized for all of the following EXCEPT ____
Tasty Fast Food
each sales person is assigned to an exclusive geographic area and sells company's full line of products to everyone in that area
Territorial Sales Force Structure
A major step in regulating "unfair or deceptive business acts and practices" was the enactment of the in 1938
Wheeler-Lea Act
Which of the following helps companies in setting sales force size? A) workload approach B) pull strategy C) push strategy D) top-down approach E) bottom-up approach
Workload Approach
Critics point to which of the following factors when they accuse mkt of harming consumers through high prices? a) quotas b) nontrade tariffs c) excessive markups d) gov't taxes e) changes in currency values
excessive markups
Economic communities are also known as
free trade zones
Advertising "puffery" is the term for
innocent exaggeration for effect
Bias against bids made by American companies is an example of a
non-tariff trade barrier
________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
sustainable marketing