Strayer University - MKT 100 | MKT100 MIDTERM WEEK 6 - €13,32   In winkelwagen

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Strayer University - MKT 100 | MKT100 MIDTERM WEEK 6

MKT 100 | MKT100 MIDTERM WEEK 6 Marketers and senior managers like to see graphical depictions of where their brands are, and where their competitors are in the minds of their customers. What are these called? A firm’s positioning statement should address their target segment. Anything else they’ll say in the positioning statement will have _______ meaning to customers who are not in that segment. To write a positioning statement, you should answer all of the following questions EXCEPT: Target is most known for which of the following? Product leadership refers to companies that ______. What term refers to the group of people who are the most risk averse, skeptical of new products, and stereotypically lower in income? Hannah and Ellen rely on consistent messages received via word of mouth, and are older and more conservative than other customers of Product X. Hannah and Ellen most likely fall into which of the following categories? In which phase of the Product Life Cycle is customer awareness getting stronger, and there may be some buzz in the marketplace? If a company wants to be innovative, which strategy are they most likely to use? The stage of the Product Life Cycle where sales and profits drop and new products replace older generations is called ___________. Determining which segments to target for firms depends on an interplay between ______ issues. What are two perspectives a business can use in assessing each segment's attractiveness in terms of its potential for targeting? Fiat Chrysler is developing a marketing strategy for a new hybrid car and just discovered that their biggest competitor is launching a very similar product at almost exactly the same time. In a SWOT analysis, the competitor’s product would be a (n) _____. A company tries to serve the segments whose needs match their _______, and in doing so hope to make very happy and loyal customers who will be very profitable. Potential strategic fit is a function of all of the following EXCEPT: _______ means that all customers are treated the same. This approach might sound attractive because it simplifies the marketing task, but it is usually unrealistic because customers differ. Considering a continuum from “mass marketing” to “one-to-one marketing,” market segmentation is ________. _______ is a type of segmentation in which the company strategically focuses on targeting a smaller market with particular needs that the company can serve well. The ideal goal for the marketer is to find a(n) ________ group of customers whose needs they can easily and profitably meet. Newlyweds are most likely to spend money on which of the following? _______ attributes are those that require some trial or consumption before evaluation. Beta company makes items you typically see in a sports store. If they sell golf balls, which of the following would be expansion in the breadth direction? Which of the following are pure goods? Alpha company makes items you typically see in a drug store. If they make toothpaste, which of the following would be expansion in the depth direction? As Chris arrives at the airport, he decides that instead of waiting in line to check-in he will use the automated check-in kiosk. He types in the information requested by the kiosk and his boarding pass is printed within seconds. What does this exemplify the growing trend of? Which branding approach provides stronger financial outcomes to the company? Harley Davidson user groups are an example of _____. One way marketers get customers to relate to brands is by creating a brand _______, such as Apple’s classification as “exciting” or how Gillette is action oriented. Brand 123 has customers in many countries purchasing its bicycles, but its managers are unsure if the brand is truly a “global brand.” What percent of a global brand’s revenue should come from other countries? Which is an example of co-branding? What is one of the largest factors stressing out marketers at companies these days? _____ and _____ are the central players in the marketing exchange. If you ask the average person, “What is marketing?” one of the things you might hear is: What is the best way for a business to stay 5 steps ahead of the competition? A company’s marketing executives should assess the _____ in terms of a general analysis of a business problem or opportunity the company is facing. If a company wants a customer to have a higher motivation to learn more about their products, they should do what? Operant conditioning is based on _____. Why is Chrysler’s Imported from Detroit trademarked? During the ____ phase of the purchase process, the potential customer identifies that something is lacking. A ____ item is something that is purchased without much thought before the purchase.

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