Marketing Test 1 Study Guide

For companies, what digital marketing tool can both educate and excite customers?

Corporate blog

The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. All of the following are included in the 4E framework except?

Energy

Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are most likely pursuing which macro strategy?

Locational excellence

Data about how, when, why, where, and what people buy refers to

Marketing analytics

The ____ for natural skin care company Burt's Bees is to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you".

Mission statement

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of?

Network effect

Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following EXCEPT

Performance

If Hazel decides to sell the best ice cream on earth, and intends to establish a strong ethical climate in her organization, during which phase of the strategic planning process should she introduce ethical considerations?

Planning

_____ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive, desirable understanding of what a product does or represents in comparison with competing products.

Positioning

Selena studies her customer profiles, market research data, complaints, and other information, attempting to better understand what her customers want. Selena most likely operates in the ______ era of marketing.

Value-based marketing

Walmart has announced that it would begin selling organic food products. In doing so, Walmart is most likely trying to

attract a different marketing segment.

When studying culture, the challenge for marketers is to determine whether culture

can help identify a particular group that might be interested in the marketer's products.

A firm's macroenvironment includes all of the following except

competition

Nau works with its____ to develop socially responsible outdoor and urban apparel.

corporate partners

Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices, but was also

demonstrating corporate social responsibility.

After the previous sales representative in his territory infuriated an important customer, Ben visited the customer once a month, never asking for business but hoping to rebuild trust through listening and expressing concern. Finally, after more than two years, the customer gave Ben an order. Ben was providing the important marketing function of

engaging customers and developing long-term relationships.

If a firm wants to develop a sustainable competitive advantage, it should

examine its operations and customer relations to identify significant things competitors cannot easily copy.

The elements of the digital marketing engagement process are

listening, analyzing, and doing.

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large is called

marketing

The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of

marketing ethical issues.

The government has enacted laws that promote both fair trade and competition by prohibiting the formation of monopolies or alliances that would damage a competitive marketplace, fostering fair pricing practices for all suppliers and consumers. These actions are part of the ____ environment of business.

political/regulatory

When Marvel launched several successful series on Netflix, including Jessica Jones, The Defenders, Iron Fist, and Luke Cage, it employed a ____ strategy.

product development

Conscious marketing encompasses all of the following overriding principles except

recognition of the company's bottom line.

In the immediate marketing environment, the first factor that affects the consumer is

the company's capabilities.

All of the following are primary needs that apps meet except

the need to share