Marketing management

Which of the following questions should Emily ask first when she conducts a situational analysis?

What are my company's strengths?

t. Is helpful to think of goods and services and.

Existing along a continuum

At what stage does the company get customer feedback for several ideas in the new product development process?

Concept testing.

When customers become dissatisfied, what is the primary means of regaining the customer?

Through an empowered frontline employee.

the most trusted source of expectations is

a consumer's own experience

According to Porter,_______ refers to producing goods and services more efficiently than the competition.

Differentiation

According to Porter,_______is an attempt to distinguish one's products as unique in the industry

Differentiation

What cultures are more likely to be satisfied when the reliability and service provider responsiveness are strong?

individualistic

What cultures appreciate the relational aspects of front-line employees more?

Collectivistic

if a market looks attractive, but a firm is not skilled in the market, the question is whether they can develop adequate.

capabilities

comparing a purchase to expectations accurs when the item purchased is comprised primmarily of ____ characteristics.

search, experience, or credence

if a company wants to increase its profitability, it needs to ____ sales volume,____ prices, or ____ costs.

increase, change, decrease

Which strategy in Ansoff's product-market growth matrix combines current markets and current products?

Market penetration

Which strategy in Ansoff's product-market growth matrix combines current markets and new products?

Product development

Which strategy in Ansoff's product-market growth matrix combines new markets and current products?

market development

Which strategy in Ansoff's product-market growth matrix combines new markets and new products?

Diversification

the___ are more risk-averse and waiting to hear that people who have adopted the product have had favorable experiences

early majority

what term refers to people who are the most risk-averse, skeptical of new products, and stereotypically lower income

Laggards

_______ is greater when the item is a luxury good rather than a necessity, substitutes are available, or if it is costly

Price sensitivity

In push marketing, the manufacturer targets ________ rather than ____.

channel members, consumers

apple used to manufacturing only, but then it opened Apple stores. this is an example of which of the following

Forward integration

When advertising online, what is typically measured to assess the success of the program?

click-thru rates

what term refers to the sheer number of visit to a given website (both unique and repeat visit)?

frequency

if the advertising goal is to increase awareness, what type of ad should be run?

an ad with lost of information

when a brand is growing, what should an ad campaign do ?

develop the positivity of the attitudes toward the brand

the idea that familiarity from repeated exposure to a brand name, logo, or ad will enhance the viewer's favorability is

mere exposure