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Effective Marketing
should begin with potential customer needs
TERM 2
customer needs
DEFINITION 2
Effective marketing should be with...
TERM 3
Separation in time Separation in Values
Spatial Separation Separation of information
DEFINITION 3
Exchange between producers and consumers is more difficult
in an advanced economy because of ...
TERM 4
product
DEFINITION 4
concerned with branding and warranties, physical goods
and/or services, packaging and developing the right new
product for a market
TERM 5
market penetration market development
product development diversification
DEFINITION 5
the types of marketing opportunities to pursue include:
market penetration
trying to increase sales of a firm's present products in its
present markets-- probably throug ha more aggressive
marketing mix
TERM 7
market development
DEFINITION 7
trying to increase sales by selling present products in new
markets
TERM 8
product development
DEFINITION 8
offering new or improved prodcuts for present markets
TERM 9
diversification
DEFINITION 9
moving into totally different lines of business-- perhaps
entirely unfamiliar products, markets, or even levels in the
production-marketing system
TERM 10
sales promotion
DEFINITION 10
catalogs point-of-purchase materials free samples are all
examples of:
needs
the basic forces that motivate a person to do something
TERM 17
wants
DEFINITION 17
needs that are learned during a person's life
TERM 18
drive
DEFINITION 18
a strong stimulus that encourages action to reduce a need
TERM 19
market segmentation
DEFINITION 19
tries to identify homogeneous submarkets within a product-
market
TERM 20
homogeneous submarkets
DEFINITION 20
market segmentation tries to identify _______ within a
product-market
Behavioral
______ segmenting dimensions include purchase relationship
TERM 22
demographic dimensions
DEFINITION 22
Social class is a _______ dimension
TERM 23
international markets
DEFINITION 23
Segmenting ______ may be more difficult because critical
data may not be available or dependable
TERM 24
physiological needs
DEFINITION 24
biological needs such as food, drink, rest, and sex
TERM 25
physiological needs
DEFINITION 25
the first needs most people try to satisfy
Psychographics or Lifestyle Analysis
the analysis of a person's day to day pattern of living as
expressed in that person's Activities, Interests, and Opinions-
-- sometimes referred to as "AIOs"
TERM 32
Self-concepts and Subsequent
Lifestyles
DEFINITION 32
Individuals develop ________ based on a variety of internal
(mainly psychological and physical) and external (mainly
sociological and demographic) influences
TERM 33
Sociological and Demographic
DEFINITION 33
External Influences
TERM 34
Psychological and Physical
DEFINITION 34
Internal Influences
TERM 35
some products are more adaptable to foreign
markets than others-- and thus may be less
risky
DEFINITION 35
According to the continuum of environmental sensitivity ....
continuum of environmental
sensitivity
According to _____ some products are more adaptable to
foreign markets than others-- and thus may be less risky
TERM 37
Dissonance
DEFINITION 37
Sam Spade is in a state of ______ because after buying a
phone he still wonders if another brand at a slightly higher
price would have been better
TERM 38
Purchase
Situation
DEFINITION 38
Individuals are affected by the ....
TERM 39
reason for the purchase time of the purchase
surroundings where the purchase is made
DEFINITION 39
The Purchase Situation is affected by the:
TERM 40
Physiological Needs
DEFINITION 40
According to the "hierarchy of needs" the first needs most
people try to satisfy are their...
Reciprocity
Travel Quick practices this because they will not buy
anything from any seller who will not, in turn, agree to book
all of its company travel through Travel Quick
TERM 47
Adoption Process
DEFINITION 47
the steps individuals go through on the way to accepting or
rejecting a new idea
TERM 48
Situation Analysis
DEFINITION 48
marketing manager asking a radio station for a copy of an
audience study, a marketing analyst determing from a Census
publication how many manufacturers are in the Portland area, a
marketing analyst looking in the Index of Business Periodicals for
articles about a large retail chain, and a computer company asking
ten lawyers to participate in a focus group on how they use
computers are all part of a _______
TERM 49
mail e-mail online survey
DEFINITION 49
a marketing researcher who wants to get sensitive
information about family spending patterns as part of a
survey, is most likely to get the needed information with a :
TERM 50
Telephone Interviews
DEFINITION 50
method of quantitative research that would probably product
best results when the questions are simple and require only
quick "yes" or "no" answers
Marketing Mix
The four Ps of marketing make up the :
TERM 52
product
DEFINITION 52
Common examples of a ____ include a used car, a bus ride, a
haircut, and a dental exam
TERM 53
Convenience Product
DEFINITION 53
Butter is a _____ for most consumers
TERM 54
Impulse Product
DEFINITION 54
If while shopping you must have cookies immediately, then
cookies become an _____
TERM 55
difficult to measure the results objectively
DEFINITION 55
one of the major disadvantages of the focus group interview
approach
Self-concepts and Subsuquent
Lifestyles
Individuals develop _________ based on a variety of internal
(pyschological and physical) and external (mainly
sociological and demographic) influences.
TERM 62
New-Task Buying Straight Rebuy Modified
Rebuy
DEFINITION 62
The three kinds of buying processes that are useful for
organizational buyers are:
TERM 63
New-Task Buying
DEFINITION 63
when an organization has a new need and the buyer wants a
great deal of information
TERM 64
Straight Rebuy
DEFINITION 64
a routine repurchase that may have been made many time
before
TERM 65
Modified Rebuy
DEFINITION 65
the in-between process where some review of the buying
situation is done--though not as much as in new-task buying
Lanham Act
Trademarks can be legally protected in the U.S. under the :
TERM 67
Trademarks
DEFINITION 67
_____ can be legally protected in the U.S. under the Lanham
Act
TERM 68
Packaging
DEFINITION 68
Can serve as a useful enhancement tool can increase costs
to the customer can serve as a useful promotional tool is
concerned with protecting the product in shipping and on the
shelf
TERM 69
Federa Fair Packaging and Labeling Act
DEFINITION 69
requires that consumer goods be clearly labeled in
understandable terms-- to give more information
TERM 70
Sales Decline Stage of the PLC
DEFINITION 70
if competitors are dropping out of a product-market due to
declining industry sales and profits, this product-market is in
the:
Sampling Buying
looking at only part of a potential purchase
TERM 77
Description (Specification) Buying
DEFINITION 77
buying from a written (or verbal) description of the product
TERM 78
Competitive Bid Buying
DEFINITION 78
terms of sale offered by different suppliers in response to the
buyer's purchase specifications
TERM 79
Negotiated Contract Buying
DEFINITION 79
Agreeing to a contract that allows for changes in the
purchase arrangements
TERM 80
Idea Generation Stage of the New-Product
Development Process
DEFINITION 80
Customer complaints, lead users of the product, competitor's
products, products found in overseas markets are all
effective sources of ideas at the..
New-Product Development Process
should have ongoing support from top management
TERM 82
should have ongoing support from top
management
DEFINITION 82
The new-product development process...
TERM 83
True
DEFINITION 83
There is NOT always ONE place arrangement this is best for a
product
TERM 84
Intensive Distribution
DEFINITION 84
means selling through all responsible and suitable retailers
and wholesalers
TERM 85
Bulk-Breaking Regrouping Activity
DEFINITION 85
Buying carloads of quantities of bolts, screws, nuts, washers,
and other hardware from a large producer, breaking these
shipments into smaller quantities, and selling them to other
wholesalers and retail chains is an example of
Waterways usually provide the lowest cost
way of shipping heavy freight
Usually provide the lowest cost way of shipping heavy freight
TERM 92
AIRWAYS are quickest
DEFINITION 92
are the quickest mode of transportation
TERM 93
PIPELINES offer reliability in moving oil and
natural gas
DEFINITION 93
offer reliability in moving oil and natural gas
TERM 94
TRUCKS serve the most locations
DEFINITION 94
serve the most locations
TERM 95
It is useful to think of product concepts as
PASSING THROUGH VARIOUS STAGES IN
THEIR LIFE
DEFINITION 95
It is useful to think of product concepts as
The two product classes that help plan
marketing strategies are CONSUMER
PRODUCTS and BUSINESS PRODUCTS
The two product classes that help plan marketing strategies
are
TERM 97
CONSUMER PRODUCTS are products meant
for the ultimate consumer
DEFINITION 97
products meant for the ultimate consumer
TERM 98
BUSINESS PRODUCTS are products meant for
use in producing other products
DEFINITION 98
products meant for use in producing other products
TERM 99
Consumer Products classes include:
CONVENIENCE PRODUCTS SHOPPING
PRODUCTS SPECIALTY PRODUCTS UNSOUGHT
PRODUCTS
DEFINITION 99
Consumer Products classes include:
TERM 100
Retailing on the Internet
DEFINITION 100
makes shopping very convenient for some consumers
