UH Marketing Chapters 17-18

mass reach and immediate returns

All of the following are benefits of direct marketing for sellers EXCEPT ________.

customer value analysis

An analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors' offers is known as ________.

strategic

Companies need to know each competitor's product quality, features, and mix; customer services; pricing policy; distribution coverage; sales force strategy; and advertising and sales promotion programs. These are all the dimensions that identify ________ groups within the industry.

learn about their competitors' strengths and weaknesses

Companies use secondary data, personal experience, and word of mouth to ________.

touching the product

Digital catalogs offer all of the following benefits EXCEPT ________.

Broadway

From a market point of view, Universal Pictures film studio might see its competition as ________.

industry; market

From a(n) ________ point of view, Pepsi might see its competition as Coca-Cola, Dr Pepper, 7UP, and the makers of other soft drink brands. From a(n) ________ point of view, however, the customer really wants "thirst quenching."

earn higher profits; gain more market share

If a company's offer delivers greater value by exceeding the competitor's offer on important attributes, the company can charge a higher price and ________, or it can charge the same price and ________.

market leader

Most of the market is in the hands of the ________, the firm with the largest market share.

market

Nintendo, producer of the Wii video game console, might define its competitors as other makers of physically interactive video games. But from a(n) ________ point of view, it would include all firms making physically interactive recreational products.

competitor analysis

To plan effective marketing strategies, a company needs to find out all it can about its competitors. It must constantly compare its marketing strategies, products, prices, channels, and promotions with those of close competitors. This is an example of ________.

building emotional connections with customers

What is the primary advantage of printed catalogs?

ease of creating content

Which of the following is NOT a reason that companies use social media?

market nicher

Which of the following is a competitive position or role that firms play in the target market?

eliminates printing and mailing costs

Which of the following is an advantage of using digital catalogs?