Exam 1 Flashcards
(45 cards)
Long-term relationships with profitable customers is the key objective of ____
D. customer relationship management.
A marketing objective should be expressed in clear, simple terms; be _____________; specify a time frame for completion; and ensure the marketing objective is _____________ with both business-unit and corporate strategies.
E. measurable; consistent
Which of the following is a strategy of increasing sales of current products in new markets?
B. Market development
Boeing is one of the world’s largest aerospace and defense companies, and it spent $17 million lobbying to pass legislation to protect its interest or to retaliate against its competitors. This best represents which of the following environmental forces?
B. Political
The tobacco industry in the United States is dominated by three large companies. When any one of these companies changes its price on tobacco products, the other two companies quickly adjust their prices to match it. From these characteristics, the tobacco industry could best be described as
C. an oligopoly.
Sara Lee introduced a new bread made with light whole wheat and packaged in smaller loaves as a response to the number of health-conscious customers who live alone. In this case, Sara Lee was most likely following the ________.
B. marketing concept
In today’s marketing environment, competitors can take on many forms. For example, a Starbucks latte can be seen as a competitor to an issue of The New York Times. In this circumstance, these two products are described as ____ competitors.
C. total budget
San Francisco has banned toys in children’s fast-food meals because of the demand these toys might create among children for unhealthy fast food. What type of regulatory force is this?
C. Social regulation
American Office Supplies Wholesaler charges different prices to its various customers without any legal justification. This company is in violation of the
A. Robinson-Patman Act.
Ace Manufacturing Company is not attracting sufficient customers. It has long defined itself as being a maker of shelving products. To improve its sales and long-term viability, it should perhaps consider redefining itself as
C. helping potential customers satisfy their needs with Ace shelving products.
Organizations try to retain and increase long-term profitability through customer loyalty, which results from increasing
C. customer value.
C.J. Foods, a pet food maker, purchased Lortscher Animal Nutrition, Inc. (LANI), a miller and ingredient supplier, and now operates this division as a separate profit center within the firm. In this example, LANI is a(n) ____ unit of C.J. Foods.
D. independent
The ability of later market entrants to achieve long-term competitive advantages by not being the first to offer a certain product in a marketplace is called
D. late-mover advantage.
When using credit to make purchases, consumers are
B. increasing current buying power at the expense of future buying power.
A ____ is created when a company matches its core competency to opportunities it has discovered in the marketplace.
B. competitive advantage
Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Nike.
A. product
To be truly useful for sales analyses, marketers must compare current sales data with forecasted sales, industry sales, specific competitors’ sales, and
E. market share.
During which stage of the business cycle is unemployment low and total income relatively high?
C. Prosperity
Southwest Airlines’ planes are easily recognizable even when in the air due to their vibrant color scheme, striped tail, distinctive font, and striped heart. This use of color, font, and symbols to convey Southwest Airlines’ personality is an example of a(n)
E. corporate identity.
The definition of marketing implies that ____ should receive benefits from exchange relationships.
B. both customers and businesses
Alex has a good-paying job. However, even though he has not received any official confirmation, Alex suspects that his job might be cut in the near future. As a result, Alex has decided to forgo buying a house until he has a better idea of his job status. In this case, Alex lacks
C. buying power.
Dasani, SmartWater, Aquafina, Glaceau, Pure Life, and Fiji are examples of __________ competitors in the beverage industry.
D. brand
T-Mobile implemented a program of texting its current customers to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations?
D. Market
The reputation and well-known brand name of Mercedes-Benz automobiles represents a ____ for Mercedes-Benz.
C. competitive advantage
