Products of Competition
1. A __________ seeks to have the brand own a place in the eyes and mind of the buyer and the product be distinguished from the products of the competition.
Market target
Strategic market
Customer relationship strategy
Positioning strategy
2. ___________ offers a company the opportunity to focus its business on the requirements of one or more groups of buyers
Strategic marketing
Corporate strategy
Market segmentation
Corporate responsiveness
3) __________ is the process of identifying and analyzing sub-groups of buyers in a product-market with similar response characteristics.
Audience management
Market segmentation
One-size-fits-all
Product differentiation
4) ___________ consists of planning, implementing and controlling an organization's communications to its customers and other target audiences.
Advertising
Promotion
Sales promotion
Personal selling
5)Commercial air travel provides an interesting example also of the creation of new corporate __________ through strategic alliances, where the alliance becomes the identity such as the one world alliance, separate from the names of the two alliance partners, British Airways and American Airlines.
Brands
Organization
Resource
Strategy
6) The __________ process provides an estimate of the profitability of a customer during the time span of the relationship.
Customer net sales
Customer recent profitability
Customer lifetime value
Net present value
7) The role of pricing often depends on how other components such as, advertising, sales promotion and distribution in the __________ are used.
Competitive strategy
Financial performance
Signal to the buyer
Marketing program
8) __________ include attitudes, brand awareness and brand preference.
Demographic variables
Purchase behavior
Buyers needs and preferences
Use situation variables
9) __________ track(s) advertising expenditures and sales results before, during and after an advertising campaign.
Longitudinal studies
Test marketing
Analyzing historical data
Recall tests
10) The differences in buyers according to how they use products, the needs and preferences that the products satisfy and their consumption patterns create __________.
Product differentiation
One-size-fits-all
Audience management
Market segments
11)__________ consists of any form of non-personal communication concerning an organization, product or idea that is paid for by a specific sponsor. The sponsor makes payment for the communication via one or more forms of media (e.g., television, radio, magazine, newspaper, online).
Sales promotion
Advertising
Promotion
Personal selling
12) Not acknowledging or responding to the threats and requirements of ___________ is the real danger. Even in markets assumed to be stable, innovation can quickly alter market space.
Commodization of product designs
Fast changing markets
Disruptive innovation
Creation of new market space
13) Low prices may be used to gain sales and __________.
Stimulate demand
Gain market share
Achieve financial performance
Create product positioning
14) A ___________ is described by characteristics of people including why they buy and their preferences for brands of products.
Market segment
Corporate capability
Strategic marketing objective
Customer relationship management system
15) __________ provide(s) simpler and less costly ways to match the value requirements offered by the products of incumbent firms serving the market.
Creation of new market space
Commodization of product designs
Fast changing markets
Disruptive innovation
16) __________ consist(s) of deciding the scope and purpose of the business, the objectives and the resources necessary to achieve the objectives.
Customer relationship management
Corporate strategy
Market sensing
Business and marketing strategy
17) The ___________ is the configuration of distribution channels linking with end-users.
Distribution strategy
Retail strategy
Digital channels
Value chain
18) The flat, flexible __________ offer several advantages in implementation, since they encourage inter-functional cooperation and communication. These types are responsive to changing conditions.
Communications
Plans
Organization designs
Incentives
19) _________ occurs when a product offering is perceived by the buyer as different from the competition on any physical or nonphysical product characteristic, including price.
Routine
Product differentiation
Low-involvement
High-involvement
20) __________ measure(s) consumers' awareness of specific ads and campaigns by asking questions to determine if a sample of people remembers an ad.
Recall tests
Longitudinal studies
Analyzing historical data
Test marketing
21) Which of these initiatives would not be part of customer relationship management?
Sales force productivity
Customer service and automated call centers
Automated customer contact systems
Recall market research
22) A PEST Analysis of the macro-environment includes a review of
Product, Economy, Segmentation, Targeting, and Loyalty issues
Product, Economic, Social, Technological, and Legal issues
Political, Economic, Social, Technological, and Legal issues
Positioning, Economic, Strategy, Technological, and Loyalty issues
23) What defines the corporation and what provides guidelines for managing the corporation is __________?
Corporate vision
Corporate strategy
Customer relationship management
Business and marketing strategy
24) Reasons for conducting a(n) ___________ include: starting an evaluation program, corporate restructuring, entry into new product and market areas, acquisitions and the impact of Internet-based business models.
Strategic marketing audit
Balanced scorecard
Communications plan
Internal marketing plan
25) The product, distribution, price and promotion strategy components are the marketing __________.
Relationship
Mix
Target
Idea
26) Whole Foods Market, Inc. provides products that appeal to middle class buyers who have strong value preferences for natural foods and are willing to pay premium prices for the products that are not often available from other grocery retailers. This group of people is Whole Foods' ______.
Brand centers
Market target
Mass market
Communications group
27) Defining the __________ is(are) (a) critical factor(s) that can be difficult to discern since it is easy to confuse symptoms with causes.
Performance gap
Dashboard gap
Computer gap
Problems and opportunities
28) BMW's __________ for the new Mini, as a life-style vehicle, included describing the care as quintessentially cool with its biggest selling point being its individualistic appeal.
Market targeting
Value requirements
Segmentation design
Positioning strategy
29) A __________ name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers.
Product
Identity
Trademark
Brand
30) Companies will use a __________ to contact and deliver product to the market target buyers.
New idea strategy
Product strategy
Relationship strategy
Value-chain strategy