Exam 11: Marketing Processes and Consumer Behavior

Selling the rights to place a brand name on products such as t-shirts is referred to as ________ brands.

What are three functions of packaging?

The products that a company makes available for sale are its product mix.

What is a product?

Give an example of a trend in the sociocultural environment and describe how it might affect marketers.

Explain how organizational buying behavior differs from consumer buying behavior.

Products used by companies to produce other products are referred to as ________.

Dividing a market into categories of customer types is called ________.

In small business,why are some new products and firms doomed at the start?

Economic conditions greatly influence marketing plans for product offerings.

________ is a promotional method that relies on word of mouth to create awareness and interest about a product or idea.

According to the text,Europeans are generally attracted to commercials that show weapons and violence.

Sears' Craftsman tools and Kenmore appliances are examples of ________ brands.

Describe the three major categories of consumer goods.

Describe psychological,personal,social,and cultural influences on consumer behavior.

The buying process begins when the customer ________.

Short Case Scenario 11-1 Martin Winner, a Denver businessman, has had a successful career in marketing, starting out in retail sales and moving up through positions in industrial sales and public relations. Seeking a new challenge and hoping to move south, Martin decides to look for a new job in Texas, New Mexico, or Arizona. Martin is delighted to be hired as the Director for Marketing at Panther Shoes, a manufacturer of athletic apparel. -Martin has begun to look at product differentiation strategies for Panther Shoes.Explain product differentiation.

Small business pricing errors usually result from a failure to estimate operating expenses accurately.

The members of a target market share some common traits that affect their purchasing decisions.

Identify the ways that small businesses can benefit from an understanding of the marketing mix.