Principles of Marketing

To ________, a marketer can ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

Each culture contains smaller ________, or groups of people with shared value systems based on common life experiences and situations.

Marketers are always trying to spot ________ in order to discover new products that might be wanted.

Your marketing department is currently researching the size, density, location, age, and occupations of your target market. Which environment is being researched?

Moral appeals are directed to the audience's sense of what is "right" and ________.

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

Which of the following best explains why consumers have greater power and control in today's marketplace?

Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation.

The ________ is the most important consumer buying organization in society; the roles and influences of Difficulty levelerent members have been researched extensively.

Buyers are less price sensitive in all of the following situations EXCEPT ________.

When there is price competition, many companies adopt ________ rather than cutting prices to match competitors

Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser might use to reach smaller customer segments?

International Drilling Company segments its foreign markets by their overall level of economic development. This firm segments on what basis?

Sometimes a producer chooses only a few dealers in a territory to distribute its products or services. Generally these dealers are given a right to ________ distribution.

The collection of businesses and products that make up a company is called its ________.

Researchers found that a number of well-known brands tended to be strongly associated with one particular trait, such as Jeep with "ruggedness." Which of the following terms would a marketer use to describe a specific mix of human traits that may be attributed to a particular brand?

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If a consumer's experience is rewarding, that consumer will probably use the product more and more. The consumer's response to the product will be ________.

In the BCG approach, ________ are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn into ________.

Fredia Pellerano has just discovered the major advantage of survey research. She reports to her supervisor that the major advantage is its ________.

A company's mission statement serves as a statement of ________.

________ uses buyers' perceptions of what a product is worth, not the seller's cost, as the key to pricing.

To combat marketing intelligence efforts by competitors, Unilever Corporation is now providing ________ to employees.

Each of the following economic factors can have a strong impact on a firm's pricing strategy EXCEPT ________.

Which of the following is NOT a drawback of local marketing?

________ is defined as the customer's evaluation of the differences between all the benefits and all the costs of a marketing offer relative to those of competing offers

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

Integrated marketing communications involves identifying the target audience and shaping a well-coordinated ________ to elicit the desired audience response.

Legislation affecting business around the world will continue to ________.

Which of the following is the place a product occupies in the consumer's mind relative to competition?

When determining the number of channel members to use at each level, three strategies are available: intensive, exclusive, and ________ distribution.

iRobot, the makers of Roomba, have involved their customers in product development, marketing, and technical support in an effort to foster which of the following?

The communication channel a company uses to move its advertising messages from sender to receiver is called the ________.

The communicator must decide how to handle message structure issues. One issue is whether to ________ or not.

The art and science of choosing target markets and building profitable relationships with them is called ________.

When establishing the responsibilities of channel members, the producer establishes a list price, sets discounts for intermediaries, and defines each channel member's ________.