or underserved markets are referred to as ________.
B) white space
Quinta sends surveys to customers asking them to rate attributes of the hotel
chain from 1-to-5 where "1" means "very unpleasant" and
"5" means "very pleasant." Which tool is La Quinta most
likely using for brand positioning?
C) semantic scales
customer value map enables marketers to track how customers view a product
based on ________ and ________.
A) quality; price
________ should express the unique characteristics of a brand in order to
create positive associations in customers' minds.
B) positioning statement
to Alan Andreasen, the market research process should begin by ________.
B) drafting the eventual report
is the most common form of causal research?
collected through UPC codes at retail stores is most likely ________.
D) syndicated research
market analysis method is able to identify the value that different segments
place on different product attributes?
C) conjoint analysis
term refers to nonfuctional elements of a product such as package shape,
design, and color?
D) trade dress
________ answers the questions, "What should my brand stand for?"
to the text, which brand building element is the most important?
D) product and design
models for measuring brand strength enable marketers to ________.
C) assess marketing mix investments
phase of the new product development process specifies the target market and
estimates production costs?
B) concept development
improvements, product modifications, and original products can all be
classified as ________.
B) new products
of the following would best enable a marketer to measure the utility a customer
attaches to a new product's features?
D) conjoint analysis
views of product design assert that the process should be ________.
terms of marketing strategy, an innovation is defined by ________.
A) changes in consumption patterns
behaviors, knowledge, and equipment needed to use a product are known as
D) consumption patterns
of the following requires substantial changes in consumption patterns?
A) discontinuous innovations
a customer value frontier, products in the ________ quadrant would most likely
be considered innovations.
speed at which a truly new product spreads through a market is known as the
B) diffusion of innovations
of the following questions would LEAST likely be answered by the BCG matrix?
D) How loyal are customers in the market?
BCG matrix uses ________ as the only variable for determining attractiveness.
D) market growth rate
of the following is a true statement about the BCG matrix?
D) Question marks typically have negative cash flow.
on the BCG matrix, which of the following is NOT necessarily a characteristic
of a well-managed portfolio?
C) products in each stage of the product life cycle
to the text, the BCG matrix should be used to ________.
A) guide strategic discussions
is the main difference between the BCG Matrix and the GE/McKinsey Grid?
D)The BCG Matrix generates more specific strategic guidelines than the
B) The GE/McKinsey Grid uses a higher number of variables than the BCG Matrix.
using the GE/McKinsey Grid, the first step is to ________.
A)define and weight business strength markers
B)evaluate each product's market attractiveness
C)define and weigh market attractiveness markers
D)evaluate each SBU's business strength
and weigh market attractiveness markers
of the following is a common marker of market attractiveness?
A) competitive intensity
of the following is NOT a type of pricing objective?
firm sets high prices for a product innovation and lowers the price as the
product moves into other stages of the product life cycle. The firm is most
likely using a pricing strategy of ________.
A) market skimming
advertisement for Discount Tire states, "We match all competitors'
prices." This is most likely an example of ________.
of the following is best for the success of a skimming strategy?
D) high market-entry barriers
marketer would most likely use a penetration pricing strategy to ________.
B) gain long-term advantages of scale
rental agencies charge low prices to customers who book a car months in advance
and high prices to customers who book a car one day in advance. Which tactic is
most likely being used by car rental agencies?
C) yield management
Management of a company that adheres to the
principle of integrated marketing communications is most likely to believe
which of the following?
A)The use of multiple marketing delivery methods is advantageous.
B)Long-term relationships with customers are best nurtured through sales
C)Long-term relationships with customers are best nurtured through public
D)Short-term relationships with customers are more profitable than long-term
relationships with customers.
A)The use of multiple marketing delivery methods is advantageous.
term refers to a marketer's ability to catalogue the members of a target market
marketer would most likely use an FCB Grid to ________.
D) understand consumer motivation
of the following would a firm most likely hire as a logistics supplier?
is the most significant problem associated with a multiple channel distribution
B) channel conflict
complementary functions are delivered to the same customers through different,
parallel channels in a(n) ________ distribution system.
sales forecasting method is most appropriate for industrial products?
B) customer surveys
method of determining a marketing budget relies primarily on the previous year's
of the following is a semi-fixed marketing cost?
C) public relations
complex budgeting method requires a breakdown of all specific marketing
A) bottom-up budgeting
Net Marketing Contribution framework would most likely be used by a marketer to
D) identify ways to increase profits
staircase analysis is a tool used by marketers to ________.
B) develop specific objectives
is the most narrow category of a staircase analysis?
C) cross selling
recall and unaided recall are methods for measuring ________.
D) brand awareness
should a marketer interpret a big difference between unaided and aided recall
in a staircase analysis?
C) The brand is weak in its product category.
term refers to the amount of business a firm receives from a customer?
B) share of wallet
firm is most likely using ________ when it identifies and corrects a marketing
problem in order to obtain forecasted results.
D) progress control
of the following involves testing and questioning the values, assumptions,
policies, and strategies of a specific marketing mix?
D) premise control
type of financial ratio measures the extent that a firm generates value for
firm's ability to meet all interest payments and fixed-charge obligations would
best be measured with a ________ ratio.
primary purpose of using marketing metrics is to ________.
A) determine what factors drive a firm's performance