Principles of Marketing Final
Which type of consumer sales promotion rewards loyal customers for making multiple purchases of a particular good or service?
A frequent buyer program
Neutrogena offered customers who purchased $30 worth of facial moisturizers, facial cleaners, and facial treatment products a $10 rebate by mail. This is an example of:
A sales promotion
Which criterion of useable market segments means the firm must be able to reach members of targeted segments with customized marketing mixes?
Accessibility
A new product strategy
Accurately described by all of these.
Christopher is a Gen Yer. If he fits the typical profile of his demographic, you could reasonably expect him to:
Actively seek out "green" products
An ____ is a customer who was sufficiently satisfied with his or her trial experience with a product to proceed with some further usage
Adopter
____ is any form of impersonal paid communication in which the sponsor or company is identified
Advertising
Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?
Advocacy
In 2008 United Airlines and American Airlines disclosed settlements in a class-action lawsuit over allegations of airfreight price fixing. This means the companies:
Agreed on the price they would charge customers for air freight
Which of the following is a key area that firms should monitor in the external environment?
All of the above
Following the customer-centric approach, an interaction can occur through:
All of the above.
Which of the following statements characterizes the growing ethnic markets in the United States today?
All of the statements characterize the demographic transition in the US today
Which type of research attempts to develop new or improved products?
Applied
What happen when demand is elastic?
As price goes up, revenue goes down.
______ are learned tendencies to respond consistently toward a given object.
Attitudes
Leader pricing is used to:
Attract customers to the store so they will buy other products in addition to the leader product
____ tries to get customers into the store with misleading advertising and the uses high-pressure selling to persuade the consumer to buy something else more expensive
Bait Pricing
Miller Lite's long-running "Great Taste... Less Filling!" advertising campaign was ranked by Advertising Age magazine as the 8th- best advertising campaign in history. Miller Lite was using ______ segmentation in this ad campaign.
Benefits
Mosaic Labs has developed a chemical compound that prevents mildew in even the most humid climates. The week after the compound was invented, a group of the firm's employees got together and listed ways the product might be used. This is an example of:
Brainstorming
A ___ is the part of the brand that can be spoken
Brand name
_______ involves developing product offerings customized for the appropriate customer segment and then pricing and communicating these offering for the purpose of enhancing customer relationships.
Campaign Management
______ is one of the potential disadvantages associated with a multisegement strategy.
Cannibalization
Which ethical theory compares a current ethical dilemma with examples of similar ethical dilemmas and the outcomes thus allowing one to determine the severity of the situation and to create the best possible solution according to other's experiences?
Casuist Ethical Theory
The capacity of a particular marketing channel member to control or influence the behavior of other channel members is known as:
Channel Power
Like many other professional organizations and businesses, the American Marketing Association has developed a formal, written guideline to help its members make better ethical decisions. This document is a:
Code of ethics
Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions referred to as:
Cognitive dissonance
During the ___ stage of the new-product development process, production starts, inventories are built up, the product is shipped to distribution points, the sales force is trained, and advertising and promotion begin.
Commercialization
____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes
Communication
___ advertising compares two or more specifically named or shown competing brands on one or more specific attributes
Comparative
Frito-Lay is considered the king of the salty snack industry with its distribution network of 42 plants, 12,800 delivery people, and more than 900 tractor trailers formed into a retail delivery powerhouse. Smaller manufacturers of salty snacks find that monitoring the activities of Frito-Lay is an effective way to monitor the _____ factors within their external environments.
Competitive
______ provides the mechanisms for evaluating marketing results in light of the plan's objectives and for correcting actions that do not help the organization reach these objectives within the budget guidelines.
Control
Dr. Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible. She is using a ______ sample.
Convenience
______ is the concern of business for the long-range best interests of both the company and its relationship to the society within which it operates.
Corporate social responsibility
Which of the following products is MOST likely to use reminder promotion?
Crest toothpaste
___ is used by public relations specialists to handle the effects of unfavorable publicity.
Crisis Management
If a researcher wanted to look at responses to vacation home ownership questions as they relate to age and occupation of the respondent, the analysis approach he or she would use is:
Cross-tabulations
Using consumers to develop and market product is called:
Crowdsourcing
All of the following are characteristics of culture EXCEPT:
Culture is an inherent trait
______ is defined as the relationship between benefits and the sacrifice necessary to obtain those benefits.
Customer Value
A company that has a(n) _____ customizes its product offerings based on data generated through interaction between the customer and the company.
Customer-centric focus
Toys "R" Us collects a vast amount of data through its web site, direct mailings, and retail stores. To be useful, all of these data would be centralized in a(n):
Data Warehousing
Colgate manufactures a fruit-flavored Spongebob Squarepants toothpaste for kids. The age-based variable that distinguishes the market for this product is an example of a(n) _______ segmentation.
Demographic
The study of people's vital statistics, such as age, race, and ethnicity, and location, is called:
Demography
The ______ states that people should adhere to their obligations and duties when analyzing ethical dilemmas.
Deontological theory of ethics
McKesson Wholesalers provides health care products to pharmacies. It purchases bandages, gauze, antibacterial cream, and ointments from a variety of different manufacturers and resells them to pharmacies so that mnay of the items a customer might need for a cut will be available in the store. McKesson is aiding consumers by overcoming:
Discrepancy of assortment
Making sure products are available when/where customers want them is the job of which element of the marketing mix?
Distribution Strategies
All of the following are categories of adopters in the diffusion process of innovations except
Doubters
Informative promotion is generally used:
During the early stages of the product life cycle
Recession, inflation, and consumers' incomes that influence the marketing environment are called _____ factors.
Economic
Consumers' responsiveness or sensitivity to changes in prices is known as:
Elasticity of demand
_______ refers to the latitude organizations bestow on their representatives to negotiate mutually satisfying commitments with customers.
Empowerment
________ gives customers the feeling their concerns are being addressed and at the same time gives employees the feeling their expertise matters to management.
Empowerment
___ is the conversion of the sender's ideas and thoughts into a message
Encoding
Jan's twin sister Joan is a fantastic cook who makes wonderful homemade meals for her family. Jan cannot cook and wishes she could do the same. An ad for Stovetop stuffing promises "one-box, three meal ideas, 30 minutes." Jan makes a point of adding this item to her grocery list. According to Maslow's Hierarchy, this ad appeals to Jan's _____ needs.
Esteem
_________ refers to the moral principles or values that generally govern the conduct of an individual or a group.
Ethics
Warren loves to go to the beach on his vacation but hates to have to worry about the possibility of hurricanes. As Warren looked for where he should go on vacation, he consulted a publication called Smart Money and learned the islands of Aruba, Bonaire, and Curacao are not in the hurricane belt. Now he will only consider these islands resorts as possible vacation destinations. This group of resort islands is called Warren's:
Evoked Set
Manufacturers of consumer goods often give away trial sizes of new products to encourage:
Experience learning
Maribeth and Asher are trying to think of someplace to take their kids this weekend. Asher thinks it might be fun to take the kids to Coco Key, an indoor waterpark located in a nearby city. However, since no one in the family has ever been to Coco Key before, they will be unable to assess the ____ o the waterpark until the actually visit.
Experience quality
A(n)_________ is characterized by the researcher's altering one or more variables- such as price or package design—while observing the effects of those alterations on another variable (usually sales).
Experiment
Which type of warranty is a written guarantee?
Express
Modern Bride is a publication that contains articles and lots of ads for the bride-to-be. Many young women consult this magazine as they plan their special day. The segmentation base used to define the publication's target market is based on ______ variables.
Family life cycle
Noah is a budding photographer who is proud of his work. He wants to share his photos with others online. Which of the following is Noah MOST likely to use to share his photos?
Flickr
People who are concerned about potential hazards surrounding "natural" dietary supplements should take their concerns to the ______.
Food and Drug Administration
A company that has a market orientation and adheres to the marketing concept does NOT:
Fuel sales growth through the application of aggressive sales techniques
The first step in the selling process is:
Generating leads
The Coca-Cola Company has over 450 brands in over 195 countries. According to their web site, their products range from Samurai, an energy drink available in Asia, to Vita, an African juice drink. Coca-Cola uses ______ segmentation in this marketing strategy,
Geographic
Rexona, marketed by Unilever, is the world's number one deodorant brand. The brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example of a:
Global brand
The movement to develop and market products designed to minimize negative effects on the physical environment or to improve the environment is known as:
Green Marketing
All of the following are functions of packaging except
Guarantee product quality
It is difficult to achieve consistency and standardization of services because of which service characteristic?
Heterogeneity
After the research team at Nabisco had generated more than two dozen new-product ideas for a substitute for partially hydrogentaed oils that tastes the same but has zero trans-fat, the company formed a committee to analyze whether the product ideas were consistent with the organization's new product strategy. This is called:
Idea screening
The first step in the marketing research process is to:
Identify and formulate the problem/opportunity to be studied
The goal of environmental scanning is to _______.
Identify opportunities and threats in the marketplace
Point of purchase promotions work best for
Impulse buys
Deal$ stores sell a wide variety of low-priced merchandise: party supplies, cleaning products, toys, food, housewares, and health and beauty products for both men and women. Many items in the store are priced no higher than one dollar. Which type of demographic segmentation is Deal$ using?
Income
Heinz is a leading global food manufacturer. It manufactures and markets Farley's, Jack Daniels Sauces, and Weight Watchers foods. The use of these brand names instead of the Heinz name is an example of a ____ branding strategy
Individual
______ is the measure of the decrease in the value of money, expressed as the percentage reduction in value since the previous year.
Inflation
Labeling that is designed to help customers make proper product selections and lower cognitive dissonance after the purchase is referred to as:
Informational labeling
Kathy purchased an Amazon Kindle e-book reader as soon as they came onto the market. She paid $399 for the product, which she bought the first day it was released. Kathy works in Information Technology and is always looking for new electronic products to buy. She would best be described as a
Innovator
Which unique characteristic of services means consumers must be present during the production?
Inseparability
Tobacco company Philip Morris runs television ads where they promote quitting smoking and direct viewers to a web site for support and help. These ads are examples of ___ advertising
Institutional
Promotion for a brand like Bound fabric softner includes advertising, sales promotion, and public relations. To successfully launch its new product that attaches to the inside of the dryer and dispenses fabric softner, marketers of this brand need to coordinate all the promotional elements to assure consistency of the message a every contact point where a company meets the consumer. In other words, the marketers of Bounce would need to use:
Integrated Marketing Communications
The stages of the product life cycle, in order, are
Introduction, growth, maturity, decline
The marketing research problem:
Is information oriented
___ is the practice of marking up prices by 100 percent
Keystoning
In a CRM environment, _____ is defined as the informal process of collecting customer information through customer contacts and feedback on product and service performance.
Learning
Studies of how consumers relate to the internet entertainment classify them into nine different groups. One category is "Mouse Potatoes," who spend most of their time online, who want the most current gadgets, and who believe the world pictured in the cartoon The Jetsons will someday exist. This is a description of the _______ of "Mouse Potatoes."
Lifestyle
Which of the following is a data manipulation technique that projects the future value of the customer over a period of years using the assumption that marketing to repeat customers is more profitable than marketing to first-time buyers?
Lifetime Value Analysis
Strategic plans require:
Long-term resource commitments
Low response rate is a problem commonly associated with
Mail surveys
Which of the following is NOT a type of competitive advantage?
Management Structure
Vick's, Nestle, Pepsi, and Toyota products are examples of ___ brands because of who owns them
Manufacturer's
Which of the following would imply demand would be elastic?
Many substitute products.
Profit maximization occurs when
Marginal revenue equals marginal cost
In order to expand its sales into the U.S. market, BRL, an Australia-based winemaker, agreed to a merger with a U.S.-based wine distribution company. According to Ansoff's strategic opportunity matrix, BRL would be implementing a _________ strategy.
Market Development
Which of the following is a type of strategic alternative that tries to increase market share among existing customers?
Market Penetration
Acme Lawnmowers sells its mowers to retailers at different prices, depending on whether they are independent stores or members of a national chain. It uses ____
Market Share
A business is concerned with many day-to-day activities. Some of the most important of these activities are the planning and development of a product, its pricing policy, and the distribution strategy. These activities are all part of:
Marketing
________ occurs when a business is defined in terms of goods and services rather than the benefits customers seek from it.
Marketing Myopia
Earl is starting a new bank. Before their opening day Earl had a meeting with all employees. He discussed their mission, defined objectives for the bank for coming years and shared who their target market is. He talked about their product offerings and where their future branches would be located. Earl is sharing the bank's:
Marketing Plan
The owner of a small chain of local coffeehouses could use ______ to determine why customers do not seem to like her coffeehouse's new location.
Marketing Research
Which of the following is the inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer?
Materials Requirement Planning (MRP)
In which stage of the product life cycle do marginal competitors start dropping out of the market?
Maturity
The ___ is the channel used to convey a message to a target market
Medium
Blogs with strict post length limits are called:
Microblogs
The ______ answers the question, "What business are we in?"
Mission Statement
The growers of Vidalia onion have determined that their chief priority for choosing a transportation mode with the US is transit time. However, this must be tempered by practical cost considerations. In light of these considerations, Vidalia onion growers should use ____ to ship their onions.
Motor Carriers (Trucks)
Which step in the consumer decision making process is a result of an imbalance between actual and desired states?
Need recognition
Just as Terri was driving in sight of a billboard for Chipotle Mexican Grill, a small child darted out into the street in front of her. Terri was so concerned with avoiding the child that she totally missed the restaurants billboard. In terms of the communication process, the small child acted as :
Noise
Land's End offers customers the option of having jeans and other types of pants made to fit them according to their waist, hip, and leg length measurements. This is an example of:
One-to-one Marketing
UGG footwear has a portion of its web site featuring photographs of celebrities wearing UGG shoes. The celebrities serve as:
Opinion Leaders
In which logistical component of the supply chain will you find electronic data interchange a common feature?
Order Processing
When a firm introduces a new product at a relatively low price because it hopes to reach the mass market, it is following a ____ strategy. The low price is designed to capture a large share of a substantial market and produce lower production costs.
Penetration pricing
Imagine life without the little spinning wheel icon to remind you that your computer is still searching for a web site or copying documents. Without this wheel consumers might think the computer has stopped working. This process in which consumers interpret this stimulus into a meaningful and coherent picture is called:
Perception
A (n) _______ could help determine whether or not snacking consumers consider Kashi Tasty Little Crackers healthy and tasty in comparison to other brands.
Perceptual Map
Kinko's has a long-term business relationship with PeopleSoft in which PeopleSoft awards must of its training and education materials printed to Kinko's. Which promotional activity was most likely used to make this $5 million deal?
Personal Selling
Which of the following is one of the basic tasks typically performed by promotion?
Persuading
According to Maslow's Hierarchy of needs model, the first needs most people would try to satisfy are their ____ needs.
Physiological
All of the following are elements of the marketing plan EXCEPT:
Portfolio analysis
The ______ is a tool for allocating resources among products or strategic business units basis of relative market share and market growth rate.
Portfolio model
______ is the development of a specific marketing mix to influence potential customers' overall perception of a brand, product line, or organization in general, and is related to the place a product occupies in consumers' minds relative to competing offerings.
Positioning
______ is the process of dividing a market into meaningful groups that are relatively similar and identifiable.
Positioning
Hallie is a calculating, self-centered salesperson. She never engages in relationship marketing. She looks on any sales situation as a "win-lose" situation, and she believes and legal method she can use is justified when she wins. Hallie is most likely at the ______ stage of ethical development.
Preconventional morality
When Maya purchased a full size bottle of Purell Hand Sanitizer, she received a free, purse-sized bottle as well. The purse sized bottle is an example of a
Premium
The Comcast Triple Play package includes cable television, Internet, and telephone service for a price significantly lower than the cost of the three services priced separately. This is an example of ____
Price Bundling
At a price of $6,000 only 191 of the Moulton 60 Model bicycle are being made. If Moulton sells each one of the bicycles at that price, then a state of ____ has been achieved
Price Equilibrium
All of the following statements about price are true except:
Price means the same thing to the customer and the seller.
The level of relationship marketing that is least likely to be effective in the long term because its advantage is easily imitated by other firms is based on:
Pricing Incentives
When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting?
Primary
A ___ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things
Product
Kia Motors runs television advertisements that encourage the purchase of their Kia Soul compact car. This is an example of ____ advertising
Product
Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's
Product Mix
Which marketing management philosophy focuses on the question, "What can we make or do best?"
Product Orientation
Stormbreaker, a new spy movie, details the story of Alex Rider who, after the death of his uncle, is recruited as an M16 spy. Armed with a special set of gadgets, Rider's mission is to save millions of lives. In James Bond fashion, the cross pen serves one of the key gadgets in the film. The maker of cross pen paid to have its pen featured in this movie. This is an example of
Product placement
Lea Kirkham is a physician. She charges each patient the same price for a physical examination, whether the procedure takes 10 minutes or a full hour. Which pricing policy is Dr. Kirkham following
Professional services pricing
An organization is using ____ when it sets its prices so that total revenue is as large as possible relative to total costs
Profit maximization
All of the following are marketing management philosophies EXCEPT:
Profitability Orientation
During the growth stage of the product life cycle:
Profits peak
A plan for the optimal use of advertising, personal selling, sales promotion, and public relations is called a:
Promotional strategy
______ is the analytical technique used to examine consumer lifestyles and to categorize consumers.
Psychographics
Odd-even pricing is also called:
Psychological Pricing
____ is the promotional mix element that evaluates public attitudes, identifies issues that may elicit public concern and executes programs to gain public understanding and acceptance.
Public Relations
Public information about a company, good, or service appearing in the mass media as a news item is:
Publicity
A manufacturer using the ___ promotional strategy focuses its promotional efforts on the consumer.
Pull
An ad in a trade magazine targeted to veterinarian urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by products manufacturer. This ad is an example of how manufacturers use a ___ strategy
Push
When Rick purchased a Xerox color printer for his law office, he was able to mail in proof-of purchase and his cash register receipt to receive a check from Xerox for $200. Rick received a
Rebate
A period of economic activity characterized by negative growth, which reduces demand for goods and services, is called:
Recession
A group in society, such as family, friends, or a professional organization, that influences an individual's purchasing behavior is called a(n):
Reference Group
Which of the following statements about reference groups is true?
Reference groups serve as information sources and influence perceptions
One of the main responsibilities of sport markets is to keep their loyal customers as heavy users and escalate lower-level users into loyal customers. An effective tool for accomplishing this goal would be ____ marketing.
Relationship
______ is a strategy that focused on keeping and improving relationships with current customers.
Relationship Marketing
Which type of list includes names and addresses of individuals who have responded to an offer of some kind?
Response List
Altria Group Inc.'s Phillip Morris failed at an attempt to target Americans looking for a potentially safer cigarette. This market exhibits a lack of:
Responsiveness
Each week Jess comes to the supermarket with a list of essential items: milk, bread, peanut butter, and chocolate. This is an example of:
Routine Response Behavior
Which marketing management philosophy is often adopted by organizations that sell unsought products such as life insurance, retirement plans, and pre-planned funeral services?
Sales Orientation
Britney is fifteen years old and wants to open her own business selling cupcakes to local coffee shop and restaurants. She is having a tough time deciding whether to base her pricing objectives on market share, dollar sales, or unit sales. Regardless of which she chooses, her pricing objectives can be categorized as:
Sales oriented
____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, sampling, and trade shows
Sales promotion
A _____ is a written document or professional presentation that outlines how a company's product will meet or exceed the client's needs.
Sales proposal
Market-oriented firms primarily focus on their efforts upon:
Satisfying the wants and needs of their customer
Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called ______ data.
Secondary
While many economic indicators have been negative during the first half of 2009, the Wall Street Journal recently reported that a U.S. retail sales were actually up in April. In fact, the performance of 61% of the retailers in the study topped analysts' expectations. If Costco used this report as factor in their expansion plans they would be using _____ data.
Secondary
Xoom.com is a San Francisco based online money transfer company that provides consumer remittance services. With the Xoom bank deposit service, consumers can send money directly to bank accounts in several countries around the world. Xoom.com would be classified as a
Service
The 99 center is a retail store where all of the merchandise is priced at 99 cents. This retailer uses:
Single price tactic
Which of the following manufacturers most likely uses intensive distribution?
Snickers candy bar
Quaker Oats & other cereal manufacturers have developed what they call "breakfast-with-one-hand" products- no-mess breakfast bars and drinks that can be consumed while commuting. The popularity of the on-the-go food is largely the result of changes in ______ factors.
Social
Janet will only purchase Crate and barrel products for her home. The products are expensive but Janet feels they have the highest quality and will last a very long time. These products represent____ products.
Specialty
Which public relations tool involves a company spending money to support an issue, cause, or event that is consistent with corporate objective?
Sponsorship
Russell Athletic, which is part of Berkshire Hathaway, Inc., is a leader in sports apparel, an industry that is growing rapidly. Russell Athletic is an example of a(n) _______ according to the portfolio model.
Star
When the local Shell station raises or lowers its prices on its gasoline, the Marathon station across the street makes the same changes in its pricing. This is an example of ____ pricing.
Status Quo
JCPenney sends representatives to shop a similar retailers to make sure it's charging comparable prices for its products. JCPenney probably uses a ____ strategy
Status Quo Pricing
Until spun off in 2007, Kraft was part of the Altria Group Inc. Kraft had its own management team, mission statement, and target markets different that Altria Group Inc. Kraft was a _______ of Altria Group Inc.
Strategic business unit
The SWOT acronym refers to a firm's analysis of its:
Strengths, weaknesses, opportunities, and threats
____ is the quantity of a product that will be offered to the market at various prices for a specified period.
Supply
The connected chain of all of the business entities, both internal and external to the company, that perform or support the logistics function is known as the:
Supply Chain
_______ is the idea that socially responsible companies will outperform their peers y focusing on the world's economic, social, and environmental problems viewing them as opportunities to build profit and help the world at the same time.
Sustainability
By visiting the pricelss.com site, MasterCard users can register for a chance to win an all-expense-paid trip for two to New York to see tow Broadway plays. This prize package will be awarded through a ___ since there is no skill involved.
Sweepstakes
Retailers and merchant wholesalers are examples of intermediaries that:
Take title to a product
A(n) _______ is a group or organizations for whom an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges.
Target Market
Colorific recently began competing with Crayola coloring products. At the beginning of the school year, the ____ for Colorific products consists of back-to-school shoppers.
Target Market
In the future, electrical power may come from quantum nucleonics, a form of nuclear power that produces no residual radiation. Then ability to use this form of power will require equipment adaptations, but it will solve the world's need for clean and efficient power. When quantum nucleonics is developed, it will be an example of how ______ factors can affect an organization.
Technological
Lawn Boy manufactures 13 models of walk behind lawn mowers and 6 of types of riding mowers. Even though lawn mowers is a product category that does not sell year round, sales remain steady all year because Lawn Boy sells to wholesale distributors that stock the product. Its wholesale distributors are helping to overcome a ___ discrepancy.
Temporal
All of the following are one of the six models of social control EXCEPT:
The corporation
For which of the following situations would a price-skimming strategy be most appropriate?
The introduction of a unique, roomy automobile model that has extremely low energy and fuel costs
People who believe in the _____ judge according to time-and-place ethics.
Theory of moral relativism
For an exchange to take place:
There must be at least two parties involved
Coke drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. Critics of these new vending machines are concerned that entertaining technology is being used to market sugary products. In terms of a SWOT analysis, this concern would be an example of a(n):
Threat
The My Coke Rewards program allows consumers to ear reward products and services by registering points they receive by consuming Coca Cola products. The My Coke Rewards program allows Coca Cola to collect information about consumers that they can use to optimize profitability, revenue, and customer satisfaction. The My Coke Rewards program is an example of a(n) _______ program.
Total Quality Management
Apple, Inc. has stores, a web site, and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system. All these possible areas of the company where consumer can communicate with the business are called:
Touch Points
The mode of transportation that provides the most accessibility is
Truck freight
Riot media is a media and toy company that capitalizes on the "gross-out" humor that boys ages 8 through 12 greatly enjoy. In other words, it targets:
Tweens
Which of the following is a potential disadvantages associated with an undifferentiated strategy?
Unimaginative product offerings
Most airline frequent flyer programs reward the most frequent flyers with business class upgrades and flight lounge privileges. Airlines are using these rewards as a means of implementing _______ segmentation.
Usage-rate
Compared to the other classifications of consumer products, shopping products are:
Usually more expensive than convenience products and are found in fewer stores
Among the late majority group, adoption of a product primarily results from
Word of mouth communications
Lead qualification involves determining whether a prospect has
a recognized need, buying power, and willingness to see a salesperson
One of the advantages of television advertising is
ability to reach wide and diverse audience
Relationship Selling
emphasizes a win-win outcome
Outdoor advertising
is a flexible low cost medium that can take many forms
Sales Promotion
offers a short term incentive to buy
Social Media:
offers more one-to-one ways to meet consumers than traditional marketing media
