Marketing channel management is also known as
Product Design
Companies that specialize in sentiment analysis are least likely to look at __________ for data.
YouTube
The strategic marketing planning process
Is not always sequential
Marketing provides the critical function of __________ when companies expand globally.
Understanding customer
Darwin's company is facing a difficult ethical issue. The firm has identified the various stakeholders and their issues and gathered the available data. Everyone with an interest in the issue has engaged in brainstorming and evaluation of alternatives. Ma
seems best after weighing the concerns of all stakeholders
When measuring social media effectiveness, we observe that some people's posts and other content get a higher-than-average amount of attention from the people in their network. These people are said to have a higher degree of
Influence
For every consumer who purchases a pair of TOMS shoes for $55.00, the company promises that a needy child will receive a pair of shoes. TOMS shoes is actively engaging in
Coporate social responsibility
Jacqueline was pleased to read a paraphrasing of the Golden Rule, "Do unto our customers as you would have them do unto you," as part of her new employer's mission statement. Next, Jacqueline expects to find in the firm's employee handbook
explicit rules governing all the firm's transactions
What is the appeal of Pinterest to marketers?
allows products and services to receive unlimited exposure from fans
Four Winds Art Gallery recently began offering appraisals of customers' art collections, in addition to continuing to sell paintings. Four Winds
expanding from offering just goods to also offering services
Firms achieve ___________ through efficient procedures and excellent supply chain management.
operational excellence
What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers?
may limit exposure if ad is very successful
Which element of the marketing mix is most relevant to the activity "creating value"?
Price
Understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm's goals
enables firms to make appropriate adjustments.
Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices, but was also
demonstrating corporate social responsibility.
Which of the following is NOT one of the four major growth strategies marketers typically use?
segment development
In 2006, Ford Motor Company announced it would severely cut back automobile production. For parts companies supplying Ford Motor, this represented a(n)
Threat
The first step in the process of creating a social media campaign is to
set goals.
-During a SWOT analysis, a company should assess the opportunities and uncertainties of the marketplace due to changes in several factors, given the acronym CDSTEP. Which of the following is NOT one of these factors?
Ethical
-A relational orientation is based on the philosophy that buyers and sellers develop
a long-term relationship.
-Research indicates that positively engaged consumers tend to be
More Profitable Customers
-In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called
Cash Cows
-When positioning products relative to competitors' offerings, firms typically are most successful when they focus on opportunities
that build on their strengths relative to those of their competitors.
-Deceptive advertising and promotion of inferior products are examples of __________ ethical issues.
Marketing
-In the broadest terms, the marketplace refers to
the world of trade.
-Hisaoki picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for handicapped children. The letter writer is critical of a banner displayed at the event, with the logos of
identify issues.
-Garrett has just purchased a beer distributorship. He wants to increase the visibility of his firm in local markets, but he knows there are a number of regulations and socially accepted practices associated with promoting alcoholic beverages. According t
identify issues that need to be addressed.
-The Johnson and Johnson Credo
has guided the firm since it was written in the 1940s.
-New real estate disclosure regulations require sellers and their agents to tell prospective buyers about any existing problems. Previously, they were only expected to answer buyers' questions. The new regulation addressed the marketing ethical problem of
withholding information.
-People who initiate, organize, operate, and assume the risk of a business venture are called
entrepreneurs.
-When looking at ethical issues associated with the strategic marketing planning process, questions
vary at each stage of the process.
-UPS, FedEx, DHL, and other shipping companies support other firms' __________ marketing goals.
supply chain management
-After a firm has identified the various stakeholders and their issues and gathered available data related to an Ethical Decision-Making situation, all parties relevant to the decision should engage in
brainstorming and evaluation of alternatives.
-Marketing has traditionally been divided into a set of four interrelated decisions known as the marketing mix, or four Ps, including all of the following EXCEPT
Performance
-When considering career choices in marketing, many students overlook supply chain management because
many of the activities take place behind the scenes.
-The Ethical Decision-Making Framework includes all of the following steps EXCEPT
promote the firm's corporate social responsibility efforts.
-The first objective in the evaluate performance phase of the marketing planning process is to
review implementation programs and results using metrics.
-The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of
marketing ethical issues.
-LeBron James, Alex Rodriguez, and other athletes are paid huge sums of money by companies for celebrity endorsements. If endorsements by these athletes create a clear understanding among consumers of the companies' products in comparison to competing pro
Positioning
-During the __________ era, manufacturers and retailers began to focus on what consumers wanted and needed before they designed, made, or attempted to sell their products.
market-oriented
-Janine was tired of her winter coat, so she sold it to her friend, Marissa. This is an example of ________ marketing.
c2c
-Instagram is an example of what type of social media site?
Photo Sharing
-Value creation through place decisions for a consumer product involves
making sure the product is available in the stores where customers will want to find it, and that it is always in stock so they can buy it when they want to.
-Most banks implement customer retention programs aimed at their best customers. They do this because they know that retaining customers usually results in
increased long term profits.
-Which of the following is the definition of social media?
content distributed through online and mobile technologies
-During the market-oriented era,
the customer was king.
-Many universities provide physical or electronic bulletin boards to facilitate ride-sharing and exchange of used books among students. These bulletin boards increase __________ marketing.
c2c
Value is
what you get for what you give.
-__________ are a measure that indicates what percentage of potential customers act as the marketer hopes, by clicking, buying, or donating.
Conversion rates
-The process of dividing the market into groups of customers with different needs, wants, or characteristics is called
market segmentation.
-To determine how attractive a particular market is using the BCG portfolio analysis, __________________ is established as one axis.
market growth rate
-When firms successfully implement poor strategies (perhaps due to good luck) or do a poor job of implementing good strategies, it can be difficult to
evaluate performance and make adjustments.
-In value-based marketing, promotion communicates the ________ to customers through a variety of media.
value proposition
-If Melissa decides to sell the best ice cream on earth, and intends to establish a strong ethical climate in her organization, during which phase of the strategic marketing planning process should she introduce ethical considerations?
Planning
-Some universities offer online degree programs, competing with traditional colleges based on the convenience of taking online courses. These online programs are pursuing which macro strategy?
Locational excellence