marketing final review test 1
companies that take a proactive stance toward the marketing environment are most likely to____
develop strategies to change the environment in their favor
which of the following terms is used to describe the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers
marketing environment
the market researchers at honeycamp foods gather daily sales data and sort it by product line and region
marketing info system
the art and science of choosing target markets and building profitable relationships with them is called_____
marketing management
which of the following terms refers to sellers being preoccupied with their own products and losing sight of underlying consumer needs
marketing myopia
an organic farmer has identified three distinct groups that might be interested in this products: vegetarians, health conscious individauls, and people identified as trendsetters who try out new products in the market before others. these three groups are examples of_____
marketing segments
according to maslows hierarchy of needs, which of the following is the least pressing need
self-actualization
keith, a clothing store owner offers product suggestions to customers based on their current purchases. which of the following is keith trying to increase
share of customer
which of the following companies has a market- oriented business- definition?
a cosmetic company, whose business definition is: we sell hope and self- esteem
which of the following terms refers to a specific mix of human traits that may be attributed to a particular brand
brand personality
the major activity in a strategic planning is ____ whereby management evaluates the products and businesses that make up the company
business portfolio analysis
according to the model of buyer behavior, the buyers characteristics and ____ are the two primary parts of a "buyers black box"
buyers decision process
in the context of product characteristics that influence the rate of adoption______ refers to the degree to which the innovation fits the values and experiences of potential consumers
compatibility
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 objective
competitive marketing intelligence
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
in a SWOT analysis which of the following would be considered a strength
internal capabilities
which of the following best describes divisibility of an innovation that influences the rate of adoption
it is the degree to which the innovation may be tried on a limited basis
______ describes changes in an individuals behavior arising from experience
learning
redfin manufactures diving equipment that is highly regarded by customers worldwide. each department in redfin contributes to its success and can be thought of as
link in the company's internal value chain
paul robinson has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. paul has identified a
market segment
james has decided to buy a new vehicle. his brother john has recently purchased a new truck and recommends the same model to james. james finally decides to buy the same truck. which of the following sources of information has most likely influenced james purchase decision
personal sources
railroads were once operated based on the thinking that users wanted trains that would offer the most in quality, performance, and innovative features. the railroad managing companies overlooked the fact that there could be other modes of transportation. this reflects the____
product
hispanic americans tend to be deeply family oriented and make shopping a family affair. older consumers are brand loyal, while younger hispanics have shown increasing price sensitivity and willingness to choose store brands. hispanic americans make up a
subculture
marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through_____
value creation and exchange
which of the following customer questions is answered by a company's value proposition
why should i buy your brand rather than a competitors
