Final Flashcards
100% (22 cards)
Sales-oriented firms usually rely heavily on promotion alone while market-oriented firms rely on all of the marketing mix 4Ps
true
Strategic planning decisions will affect a company’s short-term allocation of resources, while operating decisions will affect the long-run profitability of the company
False
Which of the following is NOT part of the tools that help mangers to determine a firm’s strategic decision?
Marketing mix 4ps
You are writing copy for a fruit drink advertisement. You know you could sell more product if you claimed that the drink contained 100% juice, but in fact the drink contains only 50% juice. You decide not to make the “100% juice” claim because you know it would be illegal to do so. You are likely at the postconventional stage of morality
false
The foundation for the pyramid of corporate social responsibility is philanthropic responsibility.
false its economic
Marketers can control the external environment in which their organizations operate.
False
All of the following are factors in the external environment affecting marketing EXCEPT:
Marketing mix
Income, ethnic background, gender, and age are all examples of _____ segmentation bases.
Demographics
_____ divides individuals into groups according to the way they spend their time, the importance of items in their surroundings, their beliefs, and socioeconomic characteristics
Lifestyle segmentation
A(n) _____ is a group of people or organizations for which an organization designs, implements, and maintains a marketing mix intededto meet the needs of that group, resulting in mutually satisfying exchanges.
Target market
A product _____ is a specific version of a product or a single product, a product _____ is a group of closely-related product items, and a product _____ is all products that a firm sells.
Item, line, mix
When a company uses different brand names for different products, it is using _____ branding. When a company uses the same brand name for different products, it is using _____ branding.
Individual family
New products are important to a company for all the following reasons EXCEPT
Immediate profit
The NPD (New Product Development) process typically includes the following stages EXCEPT:
Repositioning
The NPD (New Product Development) process typically includes the following stages EXCEPT:
False
A(n) _____ discrepancy is created when a product is produced but a consumer is not ready to purchase it. The difference between the location of a producer and the location of widely scattered markets represents a(n) _____ discrepancy.
Temporal, spatial
Marketing channels perform all of the following logistical activities EXCEPT:
Financing
Horizontal channel conflict occurs most often when manufacturers practice:
Dual or multiple channel distribution
Market segmentation on the basis of personality, motives, lifestyles, and geo-demographics (Inside the heads and hearts of customers).
Psychographic segmentation
A group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges.
Target Market
Dividing a market by the amount
of product bought or consumed.
Usage rate segmentation
The process of grouping customers into market segments according to the benefits they seek from the product (their needs or wants).
Benefit segmentation
