Principles of Marketing (En)

Which of the following statements about income distribution in the United States is NOT true?

________ is a person's pattern of living as expressed in his or her psychographics, including his or her activities, interests, and opinions.

Under ________, the market consists of many buyers and sellers who trade over a range of prices rather than a single market price.

Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________.

Marketing communicators must do all of the following EXCEPT ________.

The starting point of understanding a consumer's response to various marketing efforts is the ________ of a buyer's behavior.

To increase its U.S. market share, Starbucks has stepped up efforts in the areas of product availability and promotion. These are examples of broad ________.

When a company interacts one-on-one with large numbers of customers to create customer-unique value by designing products and services tailor-made to individual needs, it is following ________.

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

Many marketers use the self-concept premise that people's possessions contribute to and reflect their identities; that is, "we are what we have." Under this premise, consumers ________.

The major disadvantage of a multichannel system is that it is harder to control and it can generate ________.

Which of the following does NOT accurately reflect a problem with the BCG matrix approach?

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called

________.

As in consumer segmentation, many marketers believe that ________ and ________ segmentation provide the best basis for segmenting business markets.

Survey research is least likely to be conducted through which of the following?

Under what circumstances can local marketing be quite effective?

Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines

With target costing, marketers will first ________ and then ________.

Most portfolio analysis methods evaluate SBUs on two dimensions, namely ________ and ________.

A(n) ________ is the set of actual and potential buyers of a product.

Lucy Ortiz is preparing a PowerPoint presentation of the marketing process to show at a sales meeting. ________ should appear in the center of her diagram depicting marketing strategies and the marketing mix.

Using customer profitability analysis to weed out unprofitable customers and target winning ones for pampering is referred to as ________.

A sound marketing strategy begins with which of the following?

Which of the following is NOT a key function that intermediaries play in completing transactions?

The ________ environment consists of factors that affect consumer purchasing power and spending patterns.

Pete Sanchez, a recent graduate of business school, has a different approach than his marketing manager, who believes in keeping customers at arm's length and using mass media advertising. Pete knows that today few successful firms still practice true ________ and are instead turning to selective relationship management.

Barney Hopkins has compiled a list of things that make segments more attractive. Which one of the following items should NOT be on the list?

When an effective program can be designed for attracting and serving a chosen segment, the segment is best described as ________.

Which of the following is NOT a step in the strategic planning process?

Which of the following is NOT a type of factor in a company's macroenvironment?

Multinationals like Honda Motor Co. and Wal-Mart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ________.

Which of the following is NOT a reason that a firm might want to abandon products or markets?