Marketing 300 Chapter Review 6-9 exam II
Skyrim Corp. lacks the capital and capacity to launch its new helicopter for full national and international distribution. If the test market results look promising, what should be management's next step?
develop a planned market rollout over time
________ refer to members of the buying organization who will actually use the purchased product or service.
Users
Neutron Inc. is conducting a business analysis to determine which of the many newly developed apps should be released. To estimate sales, the company must ________.
consider the sales history of similar products
The advertising slogan, "We bring good things to life," used by General Electrics to market themselves, is an example of ________ marketing.
corporate image
In routine buying situations, which of the following members of the buying center has formal or informal power to select or approve the final suppliers?
deciders
Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________.
degree of loyalty
Marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals.
psychographic segmentation
Which of the following exemplifies a service?
retail
Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________ marketing
social
A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania from locally grown wood, is an example of a(n) ________.
specialty product
________ is the process by which firms interact one-to-one with masses of customers to design products and services tailor-made to individual needs.
Mass customization
________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.
Market segmentation
Electron Corp. purchased Proton Corp. by buying all of its assets and ownership equity. This is an example of a(n) ________.
acquisition
Bailey's Burgers promotes the Bailey's Jumbo Burger as a fun snack for teens and young adults. In this instance, Bailey's Burgers is practicing ________ segmentation.
age and life-cycle
New-product development starts with ________.
idea generation
Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________.
place marketing
"To busy multitaskers who need help remembering things, Evernote is a digital content management application that makes it easy to capture and remember moments and ideas from your everyday life using your computer, phone, tablet, and the Web." This is an example of a(n) ________.
positioning statement
The first step of the business buying process is ________.
problem recognition
An attractive product idea must be developed into a ________.
product concept
Which of the following is an external source for new-product ideas?
suppliers
