Problem 1. Amazon. COM's primary obsession is to deliver a special ______ to every customer.
A) assortment of products (B) bookstore(C)experience (D) set of recommendations
Problem 2. A (n) ____ is the set of actual and potential buyers of a product.
A) market(B) audience (C) group (D) segment
Problem 3. Many banks are leading the way in using customer profitability analysis to weed out losing customer and target winning ones for pampering. This is called _____.
A)customer relationship management (B) positioning (C) database marketing (D)selected relationship management
Problem 4. When backed by buying power, wants become demands
True or False
Problem 5) . _______ is the marketing logic by which a company hopes to achieve profitable customer relationship.
A)Price (B) being a low cost operator(C) a consistent product mix (D) marketing strategy
Problem 6) The first step in strategic planning is to_______
A) set the objectives and goals (B) develop the business portfolio(C) define the company mission(D) plan marketing strategies
Problem 7) In the Boston Consulting Group approach,________ serve(s) as a measure of company strength in the market.
A) relative market share (B) SBUs (C) cash cows (D) market growth rate
Problem 8) Today's ______ account for about 28% of the population but earn half of all personal income.
A) Generation X (B) Generation Y (C) elderly (D) baby boomers
Problem 9) The ______ lie(s) in the shadow of the boomers and lack distinguishing characteristics
A) Baby boomer adults (B) Generation Xers (C) Generation Yers (D) elderly generation
Problem 10) The__ ___ environment is made up of institution and other forces that effect a society's basic value, perception, preference and behaviors.
A) political (B) cultural (C) legal (D) technological
Problem 11) Information collected for the specifics purpose at hand is called _______.
A) secondary data (B) primary data (C) survey research (D) experimental research
Problem 12) Would a 15% decrease in tuition at a state university result in an enrollment increase sufficient to offset the reduced tuition? This hypothesis can be tested using ______ research.
A) descriptive (B) exploratory (C) causal (D) marketing
Problem 13) Sears wants to know what appeals will be most effective in its corporate advertising campaign. In such a situation, marketing intelligence will provide the detailed information needed
TRUE or False
Problem 14)______ is the process by which people select, organize and interpret information to form a meaningful picture of the world.
A) Perception (B) Personality (C) motivation (D) self concept
Problem 15) A _____ is a strong internal stimulus that calls for action.
A) Motive (B) perception (C) personality (D) drive
Problem 16) ______ gives buyers access to new suppliers, lower purchasing costs, and hastens order processing and delivery.
A) E-procurement (B) blanket contracting (C) reverse auction (D) system selling
Problem 17) _______ is setting the competitive positioning for the product and creating a detailed marketing mix.
A) Target marketing (B) market segmentation (C) market positioning (D) micromarketing
Problem 18) ________calls for driving the market into different geographical units such as nations regions, states, counties, cities or even neighborhoods.
A) Target marketing (B) Market segmentation (C) Geographic segmentation (D) demographic segmentation
Problem 19)______segmentation divides buyers into different groups based on social class, lifestyle or personality characteristics.
A) demographic (B) geographic (C) psychographic (D) behavioral
Problem 20) To differentiate their offers between simply making products and delivering service, companies are making, marketing , and delivering memorable________
A) commodities (B) slogans (C) prices (D) customer experience
Problem 21) Product planners think about product and service on three levels. Each level adds more customer value. The most basic level is the _____ which addresses the question, "What is the buyer really buying?
A) basic benefits (B) actual products (C) augmented product (D) core benefits
Problem 22)_______ products are those purchased for further processing or for use in conducting a business.
A) shopping (B) specialty (C) convenience (D) Industrial
Problem 23) Some companies have installed a(n) _____ that directs the flow of new ideas to a central point where they can be collected, reviewed and evaluated.
A) new-product development team (B) idea management system (C) computer system (D) satellite system
Problem 24) A ____ is a detailed version of the idea stated in meaningful consumer terms.
A)Product idea (B) product concept (C) product image (D) test market
Problem 25) ________is a period of increasing profits and market acceptance.
A) product development (B) maturity (C ) growth (D) introduction