MKTG301 Ch. 1-5

Starbucks is experimenting with stand-alone boutique Princi bakery stores, taking the company beyond coffee and snack shops. This is an example of ________.

Diversification

Low growth, low share. No promise to be large source of cash.

Dog

The citizen-action publics in a company's marketing environment include ________.

Environmental Groups

The Walt Disney World Resort doesn't just offer amusement park rides, it uses its famed Disney magic to create carefully orchestrated ________.

Experiences

Which of the following is a social factor that influences consumer buying behavior?

Family

Which of the following is true of a good marketing information system?

It helps decision makers use the information to generate customer and market insights.

Which of the following is a personal factor that influences a consumer's buying behavior?

Life-cycle stage

Demographic, economic, natural, technological, political, and cultural forces form the ________ of an organization.

Macroenvironment

A firm's decision to identify and develop new markets for existing products is a ________ strategy.

Market Development

Consumers' needs and wants are fulfilled through ________.

Market Offerings

A strategy for company growth that involves increasing sales to current market segments without changing the product is known as ________.

Market Penetration

A ________ is purposeful, specifying what an organization wants to accomplish in the larger

Marketing Objective

________ is the systematic design, collection, analysis, and reporting of data relevant to a specific marketing situation facing an organization.

Marketing research

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.

Opinion leaders

A(n) ________ reflects the general esteem given to the different roles of a person by society.

Status

American Honda purchases over $20 billion worth of auto parts and materials every year. ________ are key players in the company's success.

Suppliers

________ are the form human needs take as they are shaped by culture and individual personality.

Wants

Which of the following is not considered a source of competitive marketing intelligence?

competitors' internal databases

A marketing firm has been assigned the task of watching trends in spending, personal income, savings, and interest rates. The marketing firm is most likely gathering information about consumers' ________.

economic situations

Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on ________.

Customer's existing wants

According to the text, ________ are the most important actors in a company's microenvironment.

Customers

Marketing, more than any other business function, deals with ________.

Customers

Low growth, high share products. Need less investment, produce a lot of cash

$

High growth, high share business/products. Growth eventually slows and requires heavy investment

*

Low share in high growth markets. Require a lot of cash to hold/increase share

?

Which of the following demonstrates the real value of a company's marketing research and information system?

The customer insights it provides

The responsibility for setting a company's mission, objectives, broad strategies, and policies primarily lies with its ________.

Top Management

Marketing needs to identify, evaluate, and select market opportunities and lay down strategies for capturing them.

True

Susan Hart, the manager of a children's boutique, collects data from her monthly records of sales, costs, and cash flow. In this case, Susan is making use of ________ databases.

internal