Finale Marketing Management
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
