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MKT Final Test

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1.
How do brands create value for the customer and the firm?
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2.
What are the different elements of an IMC program?
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Disintermediation occurs when a manufacturer...
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R&D Consortia
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Internal R&D
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What are the four marketing elements that distinguish services from products?
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product mix
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why is the growth stage the tipping point
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zone of tolerance
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Price is the ________ a consumer is willing to make to acquire a specific product or service.
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What are some of the ethical issues associated with marketing professional services?
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the knowledge gap
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The IMC communication process includes all of the following EXCEPT: the transmitter. the sender. the objective and task method. the communication channel. the receiver.
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What are the steps in the personal selling process?
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How have the Internet and economic factors affected the way people react to prices?
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Vendor-managed inventory (VMI) is an approach...
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Brand repositioning
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Because services like airline flights and hotel beds are perishable, many marketers attempt to match demand with supply using:
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Concept Testing
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What are the steps involved in planning an ad campaign?
A.
the area between customers’ expectations regarding their desired service and the minimum level of acceptable service.
B.
overall sacrifice
C.
Brands facilitate the consumer search process are valuable in a legal sense, can lead to lower marketing costs because the brand and its associations help sell the product and brands have real market value as a company asset.
D.
Lower costs and risks; firms join together Form research consortiums Benefits spread to all firms
E.
because products either gain market acceptance or must exit market
F.
High product development costs Often the source of technological products Often the source of breakthrough products
G.
Generate and qualify leads, preapproach, sales presentation, and overcoming reservations, closing the sale, follow-up.
H.
pricing strategies
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(1) identify their target market, (2) set advertising objectives, (3) set the advertising budget, (4) depict their product or service, (5) evaluate and select the media, (6) create the ad, and (7) assess the impact of the ad.
J.
c the objective and task method
K.
Disintermediation occurs when a manufacturer sells directly to consumers, bypassing retailers.
L.
Advertising is a big ethical issue for professional services. Tension can be created when service providers use marketing tactics to attract clients to their service but still attempt to maintain a perception of integrity and trustworthiness.
M.
Brand repositioning or rebranding refers to a strategy in which marketers change a brand’s focus to target new markets or realign the brand’s core emphasis with changing market preferences.
N.
Vendor-managed inventory (VMI) is an approach for improving supply chain efficiency in which the manufacturer is responsible for maintaining the retailer’s inventory levels in each of its stores.
O.
Product mix or product assortment is the complete set of all products offered by a firm.
P.
1. Advertising, sales promotion, public relations and personal selling, electronic media, direct marketing.
Q.
Concept is a brief written description of the product Customers reactions determine whether or not it goes forward
R.
, people generally have become more aware of and sensitive to price
S.
Services are intangible, inseparable, variable, and perishable.
T.
Marketing research: understanding customers Evaluating service quality Understanding customer expectations
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21.
Which of the following is NOT one of the steps in the AIDA model? Awareness Desire Action Designing Interest
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22.
The marketing of services differs from product marketing because services are all of the following EXCEPT: intangible. inseparable. variable. perishable. quantifiable.
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publicity vs advertising
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Within each product line, there are often multiple: product categories. primary packaging parts. product breadth. product assortment. private label brands.
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New Product marketing mix
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For a JIT system to be successful, the firm and its vendors need to do all of the following EXCEPT: cooperate. compete. develop EDI systems. develop CPFR systems. share data.
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27.
A push strategy is designed to increase demand by focusing on wholesalers, distributors, or sales people.
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prepackaged by the vendor for a specific store.
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difference between the actual service provided to customers and the service that the firm’s promotion program promises. If firms are more realistic about the services they can provide and manage customer expectations effectively
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30.
Product assortment or product mix is the complete set of all products offered by a firm.

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