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MKT 575

 

Companies will use a __________ to contact and deliver product to the market target buyers.

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New idea strategy

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Product strategy

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Relationship strategy

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Value-chain strategy

 

 


__________ consist(s) of deciding the scope and purpose of the business, the objectives and the resources necessary to achieve the objectives.

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Corporate strategy

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Customer relationship management

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Market sensing

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Business and marketing strategy

 

 

The role of pricing often depends on how other components such as, advertising, sales promotion and distribution in the __________ are used.

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Marketing program

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Financial performance

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Competitive strategy

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Signal to the buyer

 

 

A __________ name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers.

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Identity

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Brand

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Product

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Trademark

 

 

The flat, flexible __________ offer several advantages in implementation, since they encourage inter-functional cooperation and communication. These types are responsive to changing conditions.

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Plans

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Organization designs

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Communications

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Incentives

 

Low prices may be used to gain sales and __________.

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Achieve financial performance

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Stimulate demand

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Gain market share

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Create product positioning

 

 

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' ______.

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Brand centers

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Communications group

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Market target

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Mass market

 

Which of these initiatives would not be part of customer relationship management?

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Sales force productivity

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Recall market research

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Customer service and automated call centers

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Automated customer contact systems

 

 

The ___________ is the configuration of distribution channels linking with end-users.

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Distribution strategy

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Digital channels

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Value chain

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Retail strategy

 

 

_________ include attitudes, brand awareness and brand preference.

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Purchase behavior

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Demographic variables

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Use situation variables

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Buyers needs and preferences

 

 

A PEST Analysis of the macro-environment includes a review of

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Product, Economy, Segmentation, Targeting, and Loyalty issues

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Political, Economic, Social, Technological, and Legal issues

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Positioning, Economic, Strategy, Technological, and Loyalty issues

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Product, Economic, Social, Technological, and Legal issues

 

 

The differences in buyers according to how they use products, the needs and preferences that the products satisfy and their consumption patterns create __________.

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Market segments

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One-size-fits-all

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Audience management

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Product differentiation

 

 

Defining the __________ is(are) (a) critical factor(s) that can be difficult to discern since it is easy to confuse symptoms with causes.

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Performance gap

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Problems and opportunities

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Dashboard gap

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Computer gap

 

__________ occurs when a product offering is perceived by the buyer as different from the competition on any physical or nonphysical product characteristic, including price.

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Product differentiation

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Routine

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High-involvement

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Low-involvement

 

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.

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Strategy

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Brands

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Resource

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Organization

 

 

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.

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Creation of new market space

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Fast changing markets

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Commodization of product designs

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Disruptive innovation

 

The __________ process provides an estimate of the profitability of a customer during the time span of the relationship.

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Customer net sales

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Customer recent profitability

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Net present value

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Customer lifetime value

 

 

___________ offers a company the opportunity to focus its business on the requirements of one or more groups of buyers.

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Corporate strategy

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Strategic marketing

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Market segmentation

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Corporate responsiveness

 

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.

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Strategic marketing audit

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Balanced scorecard

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Communications plan

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Internal marketing plan

 

 

A ___________ is described by characteristics of people including why they buy and their preferences for brands of products.

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Customer relationship management system

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Market segment

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Strategic marketing objective

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Corporate capability

 

__________ measure(s) consumers' awareness of specific ads and campaigns by asking questions to determine if a sample of people remembers an ad.

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Test marketing

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Longitudinal studies

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Recall tests

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Analyzing historical data

 

_________ provide(s) simpler and less costly ways to match the value requirements offered by the products of incumbent firms serving the market.

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Disruptive innovation

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Fast changing markets

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Commodization of product designs

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Creation of new market space

 

__________ is the process of identifying and analyzing sub-groups of buyers in a product-market with similar response characteristics.

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Audience management

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Product differentiation

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Market segmentation

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One-size-fits-all

 

_________ track(s) advertising expenditures and sales results before, during and after an advertising campaign.

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Recall tests

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Analyzing historical data

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Longitudinal studies

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Test marketing

 

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.

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Value requirements

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Market targeting

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Segmentation design

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Positioning strategy

 

The product, distribution, price and promotion strategy components are the marketing __________.

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Mix

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Target

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Idea

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Relationship

 

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.

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Positioning strategy

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Strategic market

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Market target

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Customer relationship strategy

 

What defines the corporation and what provides guidelines for managing the corporation is __________?

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Corporate vision

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Corporate strategy

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Business and marketing strategy

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Customer relationship management

 

 

___________ consists of planning, implementing and controlling an organization's communications to its customers and other target audiences.

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Promotion

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Advertising

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Sales promotion

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Personal selling

 

__________ 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).

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Advertising

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Personal selling

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Promotion

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Sales promotion

 

 

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