20 notecards = 5 pages (4 cards per page)
The _____ in the value chain cover the sequence of bringing materials
into the business (inbound logistics), converting them into final
products (operations), shipping out final products (outbound
logistics), marketing them (marketing and sales), and servicing them (service).
b) primary activities
During market segmentation analysis, the marketer identifies which
segments present the greatest opportunity. These segments are called
Once Starbucks established its presence in thousands of cities
internationally, the company sought to increase the number of
purchases by existing customers with a _____ strategy that led to new
in-store merchandise, including compilation CDs and high-speed
The ______ concept holds that consumers and businesses, if left
alone, will ordinarily not buy enough of the organization's products.
Rick Johnson trains his company's sales force to target the consumer. He repeatedly asks his team to bear in mind the fact that it is the sales team's responsibility to rouse the consumer's interest and make the consumer feel that he or she needs the product. A true salesman is one who can convert an indifferent consumer walking into the store into a new customer. Johnson believes in the _____ concept.
P&G sells cosmetics, laundry detergent, and products like
Pringles to the ____ market by establishing strong brand images,
developing superior products, ensuring their availability, and backing
them with engaging communications and reliable performance.
Holistic marketing incorporates ______ marketing, an understanding of broader concerns in the ethical, environmental, legal, and social context of marketing activities.
d) social responsibility
A strategic-planning gap can be corrected by _______.
c) choosing integrative growth strategies
When Frank buys his own house, he would like to have a home theater system and a jacuzzi. He plans to save enough money in the next three years so that he can fulfill his wish. Frank's desire for the home theater and the jacuzzi is an example of a(n) _________.
Which of the following is true of business markets?
a) Buyers are usually not skilled at comparing competitive product
e) Business buyers purchase goods to make or resell a product to others at a profit.
While viewing businesses in terms of customer needs can suggest additional growth opportunities, a ________ definition tends to focus on selling a product or service to a current market.
a) strategic market
e) target market
The first step in the business unit strategic-planning process deals with which of the following?
a) execute programs
e) define business mission
The drugstore chain CVS uses loyalty-card data to better understand what consumers purchase, the frequency of store visits, and other buying preferences, which is associated with which technology-enhanced company capability?
a) Companies can improve cost efficiency.
d) Companies can collect fuller and richer information about markets, customers, prospects, and competitors.
The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the _____ levels.
a) corporate and operational
e) strategic and tactical
Which aspect of holistic marketing motivates employees and ensures that everyone in the organization embraces appropriate marketing principles, especially senior management?
a) integrated marketing
c) internal marketing
How does a marketing plan affect relationships?
a) It influences how marketing staff work with each other.
e) All of these
When Volvo runs ads suggesting that its cars are the safest that money can buy, it is trying to ______.
a) provide a service.
b) position its product
During Jill's market research study, many customers indicated that traditional oven mitts made it very difficult to hold baking dishes, resulting in frequent spills. Jill brought her findings to the research department, and her company leveraged its engineering and design competencies to develop a new handheld hotpad that allows for significantly greater dexterity in handling hot cooking implements, while protecting the cook from burns. This is an example of the ______ element of the holistic marketing framework.
a) value creation
a) value creation
A ______ has three characteristics: (1) a source of competitive advantage making a significant contribution to perceived customer benefits; (2) has applications in a wide variety of markets; and (3) is difficult to imitate.
a) corporate social responsibility effort
c) core competency
Companies address needs by putting forth a _______, a set of benefits that they offer to customers to satisfy their needs.
b) value proposition