mark3336 exam 1 review
Market segments that can be effectively reached and served are ____________.
Accessible
Which of the following is true about business purchases?
Business purchases involve more professional purchasing effort than consumer purchases.
______________ are industrial products.
Capital item
Almost all major purchases result in _____________, or discomfort caused by post-purchase conflict.
Cognitive dissonance
To the extent that a company can differentiate and position itself as providing superior customer value, it gains ______________.
Competitive advantage
The marketing department of a reputed firm wants to improve strategic decision making, track the actions of other players in the market, and provide early warning of opportunities and threats. Which of the following would help the firm achieve its objectives?
Competitive marketing intelligence.
____________ are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
Convenience products
Which of the following is the first step in strategic planning?
Defining the organizational mission.
Which of the following is the first step in the marketing research process?
Defining the problem and objectives of the study.
_____________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, religion, ethnicity, and generation.
Demographic
_____________ involves actually distinguishing the firms market offering to create superior customer value.
Differentiation
Market segmentation can be best described as the process of _____________.
Dividing a market into distinct groups of buyers who have different needs, characteristics or behaviors and who might require separate products or marketing programs
Kinger Burgers came out with a new hamburger and before including it into its main menu, released it in two different cities with two different prices. The marketers at Kinger Burger then analyzed the different levels of purchase made at these two different places, planning to use to info to help them set a nationwide price for the new offering. This is an example of _____?
Experimental research
In _____________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.
Exploratory
A(n) _________________ controls the flow of information to others in the buying center.
Gatekeeper
"Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods". This is an example of ___________.
Geographic segmentation
Which of the following consumer buying behaviors is related to conditions of low-consumer involvement and little significant brand difference?
Habitual buying behavior
The Pure Drug Company produces insulin, a product with a very stable demand. Even though the price changed several times in the past two years, the demand for the insulin remained relatively unaffected. In this instance, the demand for insulin is representative of _____________ demand
Inelastic
Which of the following is an advantage of using an internal database?
Internal databases can be accessed more quickly and cheaply than other information sources.
Which of the following is true about secondary data?
It can be obtained more quickly and at a lower cost than primary data.
Which of the following is true with regard to the product/expansion grid (also called the Ansoff Grid)?
It is a useful device for identifying growth opportunities.
_____________ is a person's pattern of living as expressed in his/her psychographics, and it includes the individuals activities, interests and opinions.
Lifestyle
Lark Inc., an American electronics company, is currently reviewing new geographical markets to sell its highly popular LED televisions. By 2020, it plans to open new stores across all the major South Asian cities. Lark is most likely following a ______________ strategy.
Market development
The process of evaluating each market segment's attractiveness and selecting one or more segments to enter is known as ____________.
Market targeting
_______ consists of evaluating each market segment's attractiveness and selecting one or more market segments to enter.
Market targeting
__________________ is the systematic design, collection, analysis and reporting of data relevant to a specific marketing situation facing an organization.
Marketing research
A ____________ documents an organization's purpose—what it wants to accomplish in the larger environment.
Mission statement
In a(n) ______________ situation, the buyer wants to revise product specifications, prices, terms or suppliers.
Modified rebuy
The 4 P's are central to the marketing activity. Which of the following is not one of them?
Packaging
______________ shows consumer perceptions of a company's brands versus competing products on important buying dimensions.
Perceptual positioning maps
___________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
Positioning
"To busy multitasks who need help remembering things, Evernote is the only digital content management application that makes it easy to capture and remember moments and ideas from your every day life using your computer, phone, tablet and the web." This is an example of a(n) __________.
Positioning statement
Which of the following is true with regard to products?
Products include services, events, persons, places, organizations, ideas or a mixture of these.
____________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.
Psychographics
_______________ are low-share business units in high-growth markets that require a lot of cash to hold their share.
Question marks
According to Maslow's hierarchy of needs, which of the following is the LEAST pressing need?
Self-actualization needs
Advertising campaigns involving issues ranging from health care, education, and environmental sustainability to human rights and personal safety can be classified under _______?
Social marketing
Signa, Inc., a software firm based in California, reorder 50 printers from the designated provider without any modifications. This is an example of __________.
Straight rebuy.
A market segment that is large or profitable enough to serve is ___________.
Substantial
Which of the following is true with regard to cash flow?
They can be used to help finance the company's question marks and stars.
