Exam 8: Building a Powerful Bootstrap Marketing Plan

The company's target customer should permeate the entire business, from the merchandise purchased, in the layout and decor of the store, and on the Web site.

Studies of shifting patterns in age, income, education, race, and other population characteristics are the subject of ________.

Adding innovative products and services is important to a companies' success and small entrepreneurial companies may be able to respond faster than larger organizations.

One of the greatest marketing mistakes small businesses make is ________.

Describe what is meant by bootstrap marketing. What objectives should a bootstrap marketing plan accomplish? List at least five bootstrap marketing tactics your small business might be able to use successfully.

The unique selling proposition (USP) focuses on ________.

Unlike television ads, uploading a video to YouTube costs ________.

The increasing diversity of our population is creating a marketing "threat" to small businesses because they cannot profitably serve small niches.

Providing low prices is the most effective way for a small business to attract and maintain a growing customer base.

Location, delivery services, effective use of easy-to-use technology and multiple communication options are examples of ________.

Which of the following is not a secondary source of market research data?

The key ingredient in the superior customer service equation is ________.

Examples of ________ include a presence on Facebook, LinkedIn and Twitter.

________ can be an effective part of a guerrilla marketing strategy, enabling an entrepreneur to economically communicate with large numbers of customers.

Which of the following is not a suggestion of a means of focusing on the customer?

A combination of news covered by the media that boosts sales without having to pay is best described by the term ________.

One disadvantage of total quality management (TQM) is that its principles apply only to manufacturers.

The focus of a small company's marketing plan should be on ________.

The majority of customers who stop patronizing a particular store do so because ________.

A key customer benefit of a product or service that sets it apart from the competition answers the critical questions every customer asks: "What's in it for me?" and is known as ________.