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| 1) Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain? |
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| 2) In general, a company should enter only segments in which it can ________ and ________. |
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| create costumer value / Gain advantage over competition |
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| 3) Which of the following marketing management concepts is most closely aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer high quality, performance, and innovative features? |
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| 4) Mass marketers, such as Target and Venture Stores, often ignore market segment differences and target the whole market with one offer. What is their approach to segmenting? |
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| Undifferentiated Marketing |
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| 5) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called ________ marketing. |
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| 6) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) ________. |
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| Age and life cycle segmentation |
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| 7) The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do. |
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| 8) Of the following, which is the most important concept of modern marketing? |
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| Customer Relationship Management |
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| 9) Which of the following is determined by a customer's personal evaluation of the benefits and costs of a market offering relative to those of competing offers? |
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| 10) To capture the full essence of customer relationship management, which of the following should a marketing manager take into consideration? |
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| 11) It is most accurate to say that a customer will buy from the company that offers the highest ________. |
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| Customer Value and Satisfaction . |
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| 12) Which of the following has NOT contributed to the deeper, more interactive nature of today's customer relationships? |
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| 13) Stew Leonard, owner/operator of supermarkets, reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchases that a customer is likely to make if he or she remains in the area. This is an illustration of ________. |
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| 14) ________ is the total combined customer lifetime values of all the company's current and potential customers. |
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| 15) The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. |
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| 16) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. |
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| 17) Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? |
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| 18) Which of the following is NOT a major category in the promotion mix? |
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| The 5 major categories are Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct Marketing |
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| 19) The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? |
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| 20) Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information. |
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| the internet and other sources |
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| 21) Which of the following is NOT a factor in the changes occurring in today's marketing communications? |
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| The consumers are changing, marketing strategies are changing and, sweeping changes in communications technology are causing remarkable changes in the ways in which companies and customers communicate with each other |
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| 22) More companies are adopting the concept of ________, which carefully coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. |
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| Integrated marketing communications (IMC |
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| 23) Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________. |
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| A carefully integrated unified message to deliver, Promotion Mix |
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| 24) Which promotional mix strategy directs marketing efforts toward final consumers? |
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| Push Strategy, and Pull Strategy |
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| 25) Which promotional mix strategy directs marketing efforts toward market channel members? |
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| 26) Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy. |
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| 27) Advertising ________ define the task that advertising must do with a specific target audience during a specific period of time. |
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| 28) Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies. |
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| 29) Advertising ________ can be classified by primary purpose–whether the aim is to inform, persuade, or remind. |
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| 30) ________ is used heavily when introducing a new product category. The objective is to build primary demand. |
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| 31) ________ becomes more important as competition increases. The company's objective is to build selective demand. |
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| 32) Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals. |
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| Creative Concept- "Big Idea" |
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| 33) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________. |
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| 34) What are the four steps, in order, to designing a customer-driven marketing strategy? |
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| Segmentation, Differentiation, Targeting, and Positioning |
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| 35) Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs. |
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| Efficiently and Effectively |
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| 36) Demographic variables are so frequently used in market segmentation because they ________. |
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| Are easier to measure than most other types of variables |
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| 37) Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item? |
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| 38) Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ________. |
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| 39) Consumers can show their allegiance to brands, stores, or companies. Marketers can use this information to segment consumers by ________. |
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| 40) By studying its less loyal buyers, a company can detect which brands are most ________ with its own. |
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| 41) When a market segment is large or profitable enough to serve, it is termed ________. |
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| 42) When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________. |
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| 43) The market segments your company is targeting are conceptually distinguishable and respond differently to different marketing mix elements and programs. Therefore, these segments are ________. |
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| 44) To evaluate the different market segments your company is serving, you would look at all of the following factors EXCEPT which one? |
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| Must evaluate segment size and growth, company resources, and structural attractiveness. |
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| 45) Which of the following was an important part of the Happy Cow campaign? |
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| 46) What did brand ambassadors have to do for the Ford Fiesta campaign? |
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| Make videos and promote the brand to friends |
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| 47) What was the main objective of Apple’s “Think Different” campaign |
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| 48) Which of the following people was NOT featured in the “Think Different” ad campaign? |
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| 49) Whose personality was adopted as the Apple Company’s personality? |
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| 50) What were the personality characteristics of Apple from the “Think Different” Campaign? |
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| 51) Where did the Apple Company get started? |
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| 52) The evaluation section of the advertising strategy should refer primarily back to which section? |
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| selecting advertising media |
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| 53) According to Dr. Blair, what should the message contain? |
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| 54) What was the first stage in the Advertising Strategy model in the textbook? |
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| creating advertising message |
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| 55) ________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. |
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| 56) In the promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. |
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| 57) In a promotion mix, ________ occurs when firm's sales force make individual presentations to consumers for the purpose of making sales and building customer relationships. |
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| 58) In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. |
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| 59) Advertising ________ can be classified by primary purpose–whether the aim is to inform, persuade, or remind. |
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| 60) ________ is used heavily when introducing a new product category. The objective is to build primary demand. |
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| 61) ________ becomes more important as competition increases. The company's objective is to build selective demand. |
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| 62) ________ is the message execution style that depicts one or more typical people using the product in a normal setting. |
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| 63) Ads that are built around dream themes use which type of execution style? |
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| 64) The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising campaigns. |
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| 65) Persuasive advertising becomes comparative advertising, also known as ________, when a company directly or indirectly compares its brand with one or more other brands. |
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| 66) A product in the maturity stage will often require ________ advertising. |
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| 67) After determining its advertising objectives, the company's next step in developing an advertising program is to ________. |
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| set its advertising budget |
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