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An Introduction to Marketing

Terms in this set (140)

Descriptive
Toys "R" Us is the name of a major retailer that sells toys and other kids products. What type of name is Toys "R" Us?
Superlative
The tagline for Disneyland is "The Happiest Place on Earth." What type of tagline is this?
The motivation to elaborate and the ability to elaborate.
Under the Elaboration Likelihood Model, a firm should only use central routing in their marketing messaging if customers have:
"You should use this product."
If a company has used a celebrity endorsement in an "imperative mode," what message is the celebrity conveying?
Evoked set
Jane goes to buy a laptop. There are 53 available models in the world. Jane has heard of 12 of these models, of which she is considering buying 4 models. In this example, what is the number 12 referred to as?
Perceived performance
For customer satisfaction, should a company be more concerned with actual performance or perceived performance?
Popularity
Jonah Berger's STEPPS framework helps us understand which messages catch on and get shared. Which of the following is NOT one of the factors in the STEPPS framework?
Place, Price, Promotion, Product
the marketing mix
Frame of reference
When Steve Jobs updated his company name from Apple Computer to Apple in 2007, which part of the brand positioning was he changing?
Generation Y cohor
They were born between 1977 and and 1997.
They appreciate free content, access to wireless internet, and customization.
They account for 30% of the population.
Geographic
PRIZM is a segmentation scheme that defines the country based on what type of clusters?
Customer
In a buyer's market, the buyer has the power and the market is ______-focused.
Retail saturation
Globalization
Deregulation
Smart customers
Cracks in the product-centric approach
definition of customer centricity
Aa strategy that aligns a company's development/delivery of its products/services around the current and future needs of a select set of customers in order to maximize their long-term financial value to the firm.
The change in total customer lifetime value for that month
The best way to pick a salesperson of the month?
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