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A __________ seeks to have the brand own a place in the eyes and mind of the buyer




Question;1 A __________ seeks to have the brand own a place in the eyes and mind of the buyer and the product be distinguished from the products of the competition.Market targetStrategic marketCustomer relationship strategyPositioning strategy2 ___________ offers a company the opportunity to focus its business on the requirements of one or more groups of buyers.Strategic marketingCorporate strategyMarket segmentationCorporate responsiveness3) __________ is the process of identifying and analyzing sub-groups of buyers in a product-market with similar response characteristics.Audience managementMarket segmentationOne-size-fits-allProduct differentiation4) ___________ consists of planning, implementing and controlling an organization's communications to its customers and other target audiences. Advertising Promotion Sales promotion Personal selling5)Commercial air travel provides an interesting example also of the creation of new corporate __________ through strategic alliances, where the alliance becomes the identity such as the one world alliance, separate from the names of the two alliance partners, British Airways and American Airlines. Brands Organization Resource Strategy6) The __________ process provides an estimate of the profitability of a customer during the time span of the relationship. Customer net sales Customer recent profitability Customer lifetime value Net present value7) The role of pricing often depends on how other components such as, advertising, sales promotion and distribution in the __________ are used. Competitive strategy Financial performance Signal to the buyer Marketing program8) __________ include attitudes, brand awareness and brand preference. Demographic variables Purchase behaviorBuyers needs and preferences Use situation variables9) __________ track(s) advertising expenditures and sales results before, during and after an advertising campaign. Longitudinal studies Test marketing Analyzing historicaldata Recall tests10)The differences in buyers according to how they use products, the needs and preferences that the products satisfy and their consumption patterns create __________. Product differentiation One-size-fits-all Audience management Market segments11) __________ consists of any form of non-personal communication concerning an organization, product or idea that is paid for by a specific sponsor. The sponsor makes payment for the communication via one or more forms of media (e.g., television, radio, magazine, newspaper, online). Sales promotion Advertising Promotion Personal selling12) Not acknowledging or responding to the threats and requirements of ___________ is the real danger. Even in markets assumed to be stable, innovation can quickly alter market space. Commodization of product designs Fast changing markets Disruptive innovation Creation of new market space13) Low prices may be used to gain sales and __________. Stimulate demand Gain market share Achieve financial performance Create product positioning14) A ___________ is described by characteristics of people including why they buy and their preferences for brands of products. Market segment Corporate capability Strategic marketing objective Customer relationship management system15) __________ provide(s) simpler and less costly ways to match the value requirements offered by the products of incumbent firms serving the market. Creation of new market space Commodization of product designs Fast changing markets Disruptive innovation16) __________ consist(s) of deciding the scope and purpose of the business, the objectives and the resources necessary to achieve the objectives. Customer relationship management Corporate strategy Market sensing Business and marketing strategy17) The ___________ is the configuration of distribution channels linking with end-users. Distribution strategy Retail strategy Digital channels Value chain18) The flat, flexible __________ offer several advantages in implementation, since they encourage inter-functional cooperation and communication. These types are responsive to changing conditions. Communications Plans Organization designs Incentives19) _________ occurs when a product offering is perceived by the buyer as different from the competition on any physical or nonphysical product characteristic, including price. Routine Product differentiation Low-involvement High-involvement20) __________ measure(s) consumers' awareness of specific ads and campaigns by asking questions to determine if a sample of people remembers an ad. Recall tests Longitudinal studies Analyzing historical data Test marketing21) Which of these initiatives would not be part of customer relationship management? Sales force productivity Customer service and automated call centers Automated customer contact systems Recall market research22) A PEST Analysis of the macro-environment includes a review of Product, Economy, Segmentation, Targeting, and Loyalty issues Product, Economic, Social, Technological, and Legal issues Political, Economic, Social, Technological, and Legal issues Positioning, Economic, Strategy, Technological, and Loyalty issues23) What defines the corporation and what provides guidelines for managing the corporation is __________? Corporate vision Corporate strategy Customer relationship management Business and marketing strategy24) Reasons for conducting a(n) ___________ include: starting an evaluation program, corporate restructuring, entry into new product and market areas, acquisitions and the impact of Internet-based business models. Strategic marketing audit Balanced scorecard Communications plan Internal marketing plan25) The product, distribution, price and promotion strategy components are the marketing __________. Relationship Mix Target Idea26) Whole Foods Market, Inc. provides products that appeal to middle class buyers who have strong value preferences for natural foods and are willing to pay premium prices for the products that are not often available from other grocery retailers. This group of people is Whole Foods' ______. Brand centers Market target Mass market Communications group27) Defining the __________ is(are) (a) critical factor(s) that can be difficult to discern since it is easy to confuse symptoms with causes. Performance gap Dashboard gap Computer gap Problems and opportunities28) BMW's __________ for the new Mini, as a life-style vehicle, included describing the care as quintessentially cool with its biggest selling point being its individualistic appeal. Market targeting Value requirements Segmentation design Positioning strategy29) A __________ name, term, design, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers. Product Identity Trademark Brand30) Companies will use a __________ to contact and deliver product to the market target buyers. New idea strategy Product strategy Relationship strategy Value-chain strategy


Paper#53134 | Written in 18-Jul-2015

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