Exam 11: Unique Marketing Issues

Karen Simon recently purchased a digital camera. She considered three cameras-a Sony that was priced at $239.00, a Canon priced at $319.00, and a Nikon priced at $399.00. Karen couldn't tell much difference between the cameras, so she bought the Nikon, figuring that because it was the most expensive of the three, it must be the best. According to the textbook, Karen was making a ________.

Which element of the marketing mix is the only one that produces revenue?

Wink Natural Cosmetics, the company profiled in the opening feature in Chapter 11, sells cosmetics products. According to the case, the company's initial marketing efforts were aimed at ________.

Which of the following statements is untrue regarding a firm's sales process?

Many startups emphasize advertising over public relations primarily because it's cheaper and helps build the firm's credibility.

Efforts to establish and maintain a company's image with the public are referred to as ________.

Nike's familiar phrase "Just do it" is an example of a(n) ________.

Broadway Dance Center in New York City targets serious dancers who aspire to earn a living dancing in Broadway plays. This specific portion of the overall dance industry is referred to a ________ market.

Birchbox's phrase "The Box is Monthly, the Discoveries are Endless" is an example of a(n) ________.

Some companies monitor the integrity of their brands through a program of brand ________.

Creating ________ means creating awareness and a sense of anticipation about a company and its offerings.

A firm's marketing mix consists of ________.

An important distinction should be made between a firm's core product and its actual product. While the core product may be a CD that contains an antivirus software program, the actual product may have a number of characteristics, including a quality level, features, design, a brand name, and packaging.

A product attribute map is used to help a firm determine if ________.

The final step in the formal sales process described in the book is ________.

Katherine Ford is thinking about starting a computer company. After doing some research, she has decided that the computer industry can be divided into the following product categories - handheld computers, laptops, tablet computers, PCs, work stations, minicomputers, mainframes and super computers. She is now trying to decide which product category she is the most interested in competing in. The process that Katherine is going through is called market ________.

What is an exclusive distribution agreement? Why do firms enter into exclusive distribution agreements with other firms?

A referent account is an early user of a firm's product who is willing to give a testimonial regarding his or her experience with the product.

Because of the weaknesses associated with advertising, most startups do not advertise their products broadly.

A brand is the set of attributes-positive or negative-that people associate with a company.