MKT 203

Because of its flexibility, _______ are the most common technique of collecting primary data.
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Because of its flexibility, _______ are the most common technique of collecting primary data.
Questionaries
A customer touch point for Abacus Airlines would be an item such as _______.
Reservation desk
If you performed the role of the _______ in a buying center, you would be the person that has the power to prevent sellers or information from reaching other members of the buying center.
Gatekeeper
During market segmentation analysis, the marketer identifies which segments present the greatest opportunity. These segments are called _________.
Target market
At the top of Maslow's hierarchy of needs (shown as a pyramid in the text) are _______.
self actualization
If a marketing manager employs such marketing techniques as online buzz, student ambassadors, cool events, and street teams to reach target markets, the manager is most likely appealing to the ________ market.
Millennials
Which of the following is one of the five major characteristics of good mission statements?
They define the major competitive spheres within which the company will operate.
A company that seeks to increase its sales and profits through backward, forward, or horizontal integration within the industry is said to be employing a(n) ________growth strategy.
integrative
If you were the CEO of a company that was looking to implement strategies to fill a perceived strategic-planning gap, you would most likely explore ________ strategy first because it is easier to improve an existing business than to build a new one.
Market penetration
If PepsiCo charges what each country could afford, ignoring cost differences from country to country, it would be using a(n) ________ price.
Market based
A well-known producer of breakfast cereals has decided to hire producers in different countries so that the cereals marketed under their brand are locally produced in the respective countries. This would not only appeal more to consumers who prefer domestically produced goods, but would also create jobs in the host-country enhancing the brand's image further. This is an example of _______.contract manufacturingSubway restaurants are positioned as offering healthy, great-tasting sandwiches. ________ positioning allows the brand to create a point-of-parity (POP) on taste and a point-of-difference (POD) on health with respect to quick-serve restaurants such as McDonald's and Burger King and, at the same time, a POP on health and a POD on taste with respect to health food restaurants and cafés.StraddleA brand that is designed to protect lead brands from competition is aflanker brandThe four major segmentation variables are:Psychographic, behavioral, geographic, demographicWhen a firm uses an established brand to introduce a new product, it is called a brand ________extensionSTP stands forSegmentation- targeting-positioningPeople buy features and not benefits.FUpsellsold you up, brought 144 gb instead of just 70Reference groups:membership group, aspiration group, dissociative group opinion leader4 p's of marketingproduct, price, place, and promotionintensive growthdrive additonal growth out of the existing portfolioSWOT analysisstrengths, weaknesses, opportunities, threatsMegatrendslow to form, influences over time Significant impactCross sellWalk into apple store u wanted to buy headphones and brought watch tooSatisfactionperson's feelings of place or disappointment resulting from comparing a product's perceived performance (or outcome) in relation to his or her expectationschurn- bad retention- goodsub brandcombine new brand with existing brand