14 Aug Section 1 what is marketing? 1. Marketers try to figure out ___________ want and

Section 1 what is
marketing?
1. Marketers
try to figure out ___________ want and then try to figure out how to provide it
and make money doing so
2. Which
of the following is NOT part of the 5Cs?
3. The
4Ps include all of the following EXCEPT?
4. B2B
marketers have said there are three kinds of purchases-new buy, modified rebuy,
and ____________
5. Which
approach assumes that a customer would compare all of the possible brands along
with the attribute or dimension that is most important to them?
6. Brians
boss is explaining the concept of buying centers in B2B marketing. His boss
indicates that with complicated business purchases, its not one person making
the decision and that each purchase involves different roles. The VP says that
the person who first kicks off the process is the _________

Section
2 Marketing Segmentation
7.
Instead of trying to appeal to the
entire marketplace, smart marketers and smart companies will try to find out?
8. ___________
mean that each customer serves as his or her own segment. This approach sounds
appealing from the customer point of view because the product would be tailored
specially for each persons idiosyncratic desires.
9.
The contrast between mass marketing
and one-to-one marketing illustrates that segments become more _____ as they
increase in size
10. _________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
11. The
fact that snow blowers tend to sell better in the north than in the south
illustrates the importance of considering _______ in marketing planning
12. A
popular tool for segmenting that uses psychographic data, and that is based on
the belief that ones attitudes and value system determine ones orientation to
certain products and/or brands is called
13. ________
are important because they help us make predictions regarding future purchasing

14. Knowledge
of the __________ clearly enters into the decision of which segments the
company should eventually target
15. The
ideal goal for the marketer is to find a (n) _____ group of customers whose
needs they can easily and profitably meet
Section 3 Channels of
Distribution & Business Marketing Networks and Logistics
16. Selling
Company procedures its product in batches of 100, yet its average customer only
purchases ten at a time. In order to encourage sales, Selling Company must make
its product available to sold in smaller batches. This process is known as
17. The
upstream partners that a company has to deal with are its suppliers, also known
as the
18. The
downstream partners that help a company reach consumers comprise the
19. Tech
Gadgets Co. distributes complex and relatively expensive goods with customers
typically requiring assistance before purchasing. The channels for these types
of products are often structured to be
20. The
extreme case of selectivity is the
21. _______
Strategies are incentives a manufacturer offers to its distribution partners
such as dealers, wholesalers, retailers, and the like to sell products to the
end-users
22. Giant
Grocery Retailer requests the Giant Food Products package its product
differently so it fits better on store shelves. Giant Food Products agrees to
this request because Giant Grocery Retailer represents a significant percentage
of its overall sales, and they want to keep the relationship positive. In this
scenario, what type of power is Giant Grocery Retailer exhibiting?
23. Bling,
Inc., produces jewelry that it sells to retail jewelry stores. One of Blings
customers is Ice Jewels, a chain of jewelry stores with locations in dozens of
malls across the U.S. Both Bling, Inc., and Ice Jewels want to make a profit
off the merchandise manufactured by Bling, Inc. This scenario is best described
as
24. Toy
World is a small chain of stores focusing on childrens toys and apparel. The
company is considering multiple growth strategies. Which of the following is a
viable strategy for the growth of Toy World?
25. Franchising
has two major classes; one is business format franchising. What is the other
one?
26. Two
major issues make up the essence of the sales force: How many salespeople
should we have, and

Section
4 Marketing Research Tools
27. The
smartest marketers are always monitoring the
28. Which
is NOT one of the 3 steps in the marketing research process?
29. A
cluster analysis helps identify
30. In
an attribute-based approach, a map created from attributes would involve
customer
31. With
respect to perceptual maps, the method known as MDS stands for
32. Typically,
a focus group should include
33. Conjoint
studies are run to understand how consumers make
34. Which
one of the following is NOT something one can gather from a customer
satisfaction survey?
35. ___________
are simple techniques used to study patterns of interconnected actors. An
actor is some agent, such as a consumer, or a firm, a department within a firm,
or even a partner in a supply chain.

Section
5 Marketing Strategy
36. Market
strategies have two specific considerations. Which of these is NOT one of those
considerations?
37. A
brand with small share in a market that is not growing is called a
38. Apples
IPod brand has a relatively large share in a growing market, and thus is best
classified as a
39. Which
of the following is NOT a description of a kind of company?
40. Kenneth
is convinced that many indicators of his companys success exist, but is unsure
of how to critically evaluate and link these factors. Kenneth should consider
establishing a ________ to gauge his companys performance
41. Which
is NOT one of the four classes of goals?
42. Bill
advises Mary that there are essentially three strategies to achieving goals.
Assuming Bill is correct, how would you describe these three strategies

Section 1 what is
marketing?1. Marketers
try to figure out ___________ want and then try to figure out how to provide it
and make money doing so 2. Which
of the following is NOT part of the 5Cs? 3. The
4Ps include all of the following EXCEPT? 4. B2B
marketers have said there are three kinds of purchases-new buy, modified rebuy,
and ____________ 5. Which
approach assumes that a customer would compare all of the possible brands along
with the attribute or dimension that is most important to them? 6. Brians
boss is explaining the concept of buying centers in B2B marketing. His boss
indicates that with complicated business purchases, its not one person making
the decision and that each purchase involves different roles. The VP says that
the person who first kicks off the process is the _________ Section
2 Marketing Segmentation7.
Instead of trying to appeal to the
entire marketplace, smart marketers and smart companies will try to find out? 8. ___________
mean that each customer serves as his or her own segment. This approach sounds
appealing from the customer point of view because the product would be tailored
specially for each persons idiosyncratic desires. 9.
The contrast between mass marketing
and one-to-one marketing illustrates that segments become more _____ as they
increase in size 10. _________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 11. The
fact that snow blowers tend to sell better in the north than in the south
illustrates the importance of considering _______ in marketing planning 12. A
popular tool for segmenting that uses psychographic data, and that is based on
the belief that ones attitudes and value system determine ones orientation to
certain products and/or brands is called 13. ________
are important because they help us make predictions regarding future purchasing
14. Knowledge
of the __________ clearly enters into the decision of which segments the
company should eventually target 15. The
ideal goal for the marketer is to find a (n) _____ group of customers whose
needs they can easily and profitably meet Section 3 Channels of
Distribution & Business Marketing Networks and Logistics16. Selling
Company procedures its product in batches of 100, yet its average customer only
purchases ten at a time. In order to encourage sales, Selling Company must make
its product available to sold in smaller batches. This process is known as 17. The
upstream partners that a company has to deal with are its suppliers, also known
as the 18. The
downstream partners that help a company reach consumers comprise the 19. Tech
Gadgets Co. distributes complex and relatively expensive goods with customers
typically requiring assistance before purchasing. The channels for these types
of products are often structured to be 20. The
extreme case of selectivity is the 21. _______
Strategies are incentives a manufacturer offers to its distribution partners
such as dealers, wholesalers, retailers, and the like to sell products to the
end-users 22. Giant
Grocery Retailer requests the Giant Food Products package its product
differently so it fits better on store shelves. Giant Food Products agrees to
this request because Giant Grocery Retailer represents a significant percentage
of its overall sales, and they want to keep the relationship positive. In this
scenario, what type of power is Giant Grocery Retailer exhibiting?23. Bling,
Inc., produces jewelry that it sells to retail jewelry stores. One of Blings
customers is Ice Jewels, a chain of jewelry stores with locations in dozens of
malls across the U.S. Both Bling, Inc., and Ice Jewels want to make a profit
off the merchandise manufactured by Bling, Inc. This scenario is best described
as 24. Toy
World is a small chain of stores focusing on childrens toys and apparel. The
company is considering multiple growth strategies. Which of the following is a
viable strategy for the growth of Toy World? 25. Franchising
has two major classes; one is business format franchising. What is the other
one?26. Two
major issues make up the essence of the sales force: How many salespeople
should we have, and Section
4 Marketing Research Tools27. The
smartest marketers are always monitoring the 28. Which
is NOT one of the 3 steps in the marketing research process? 29. A
cluster analysis helps identify 30. In
an attribute-based approach, a map created from attributes would involve
customer 31. With
respect to perceptual maps, the method known as MDS stands for32. Typically,
a focus group should include 33. Conjoint
studies are run to understand how consumers make 34. Which
one of the following is NOT something one can gather from a customer
satisfaction survey?35. ___________
are simple techniques used to study patterns of interconnected actors. An
actor is some agent, such as a consumer, or a firm, a department within a firm,
or even a partner in a supply chain.Section
5 Marketing Strategy36. Market
strategies have two specific considerations. Which of these is NOT one of those
considerations? 37. A
brand with small share in a market that is not growing is called a 38. Apples
IPod brand has a relatively large share in a growing market, and thus is best
classified as a 39. Which
of the following is NOT a description of a kind of company? 40. Kenneth
is convinced that many indicators of his companys success exist, but is unsure
of how to critically evaluate and link these factors. Kenneth should consider
establishing a ________ to gauge his companys performance 41. Which
is NOT one of the four classes of goals? 42. Bill
advises Mary that there are essentially three strategies to achieving goals.
Assuming Bill is correct, how would you describe these three strategies

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