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- 13 The marketing concept emphasizes A. creative approaches to advertising and selling. B focusing on the engineering aspects of product design and production. C implementing the highest levels of technology the firm can support. D realizing short-run profits by aggressively selling what the firm can produce E company-wide consumer orientation with the objective of long-run success.Which of the sales promotion tools described in the chapter would be best for stimulating sales of the following products or services? (a) A dry cleaner wanting to emphasize low prices on washed and pressed dress shirts, (b) Gummy Bears new black cherry flavour, (c) Procter & Gamble s efforts to bundle laundry detergent and fabric softener together in a combined marketing effort, and (d) A company that wants its customers to aid in developing a new jingle.How is the Five-C framework similar to the Five Forces framework originated by Michael Porter? Select one: A. Both are meant to facilitate analysis of the market in which a company operates. B. Both excel at analyzing an offering's ability to create market value. C. Both are concerned with whether the company and its competitors operate within the same industry. D. Neither can accommodate cross-category competition. E. Both focus on customer needs rather than industry boundaries.
- The one characteristic that makes direct marketing different from marketing in generalis that A.the success of direct marketing is ultimately determined by consumer response. B.direct marketing relies on audience segmentation. C.direct marketing typically has a lower cost per contact. D.direct marketing has an emphasis on developing a database.14.The final step in the marketing process is ________. a. Understanding the marketplace. b. Building profitable relationships with the customers. c. Capturing value from customers. d. Constructing an integrated marketing program.What is the best strategy for crossing the “chasm”? a. Focus resources on multiple market segments simultaneously in order to improve statistical chances of finding a purchase for the product. b. Avoid implementing marketing strategies beyond what it takes to win the innovators, and then let word of mouth carry the product further. c. Focus limited resources on winning over a single, primary market, and then move on to capture larger markets. d. Seek to make the product or service on offer as similar as possible to current market-leading products.
- The purpose of marketing communications is to do all of the following, except: Select one: a. Remind b. Inform c. Persuade d. Introducethe term marketing refers to: a) new product concepts and improvements b) selling c) advertising and promotion activities d) a philiosophy that stresses customer satisfaction e) planning sales campaignsExplain the following steps that a business goes through to achieve a competitive advantage: a. Communicate with its customer. b. Seek to deligth its customer c. Defining its brand proposition. d. Choose a competitive advantage
- What is selling? a. Same as marketing b. Part of marketing c. More than a marketing d. Different from marketingWhich of these is true about marketing? A. Marketing is used to promote the product and services B. Marketing is concerned about the sales only C. Marketing is the activity, set of institutions, and processes for creating, communicating. delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. D. Marketing considers only the needs of the organization and not the society. 2. Which one is not a part of the 4 Ps? A Product B. People C. Price