BUS 322 TEST 2 Review

Large companies cannot use bottom-up marketing because they cannot find unique marketing tactics to put into a strategy

Positioning a product by redefining the market & creating a space where no other product currently in. The approach is

A situation analysis consists of quantifiable, realistic goals to be accomplished within a specified period of time

The ________ of developing an IMC budget treats IMC as a marketing tool for generating sales.

A brand of low-fat yogurt is targeted at men between 45 and 55 years of age. This is an example of____segmentation.

The marketplace becomes saturated with competing products and the number of new customers dwindles, sales at a plateau.

When setting objectives for a based on the DAGMAR approach, an objective that relates to comprehension is based on

KellerWear wants to design products that appeal to the active lifestyles of women age 19-30. This group is the company’s

Secondary data is more costly to gather than primary data

A(n) ________ is any transaction in which one person or organization trades something of value with another.

In terms of IMC, what a company plans to say and how it plans to say it, both verbally and nonverbally, make up the

The percentage of sales method used for IMC budgeting, forces planners to develop objectives that fit the budget.

What is the final communication objective according to the IMC pyramid?

Conducting focus groups to receive feedback about new products before developing a campaign. The feedback is a form of

The team decided the best size ad to use would be a half-page ad in the local newspaper. The ad size is known as the

A marketer employs the dominance concept to target all geographic or demographic markets effectively at the same time.

________ that affect a consumer's final purchase decision include time, place, and environment.

Our acquired evaluation of an idea or object is called a(n)

A marketer employs the dominance concept to target all geographic or demographic markets effectively at the same time.

When conducting market research, for a test to be reliable, it must be

Projective techniques require the skill of highly experienced researchers.

Which method for determining an IMC budget attempts to link promotional dollars with sales objectives?

Motivation is a directly perceivable phenomenon.

Accuracy is gained from random probability samples because the entire population has an equal chance of being selected

What are the three Rs of marketing?

segmentation is determined by variables such as usage rate, user status, purchase occasion, and benefits sought.

In terms of bottom-up marketing, the _______ refers to a specific action for helping to accomplish a marketing strategy.

________ markets include millions of firms that buy products used to produce other goods and services.

An advantage of inquiry tests is that responses reflect a sincere interest in the product being tested.

Psychographic segmentation is used by marketers to group people by their values, attitudes, personality, and lifestyle.

Another name for qualitative research is ________ research.

If the supply of a product is stable but desire for the product increases, then the price also tends to increase.

A company prospers only if it can attract and keep customers who are willing and able to pay for its goods and services.

Many firms supplement or replace their advertising with news releases and feature stories. This is known as

Based on the peripheral route to persuasion, consumers

Intensive distribution is demonstrated by the fact that a product is only available at an exclusive number of locations

Consumer income and tastes are examples of ________ that can affect the cost of goods.

In ________, individuals act as independent distributors for a manufacturer or private-label marketer.

The four components of the marketing mix are product, price, promotion, and place.

You are in the growth stage of the product life cycle when you are incurring costs to educate consumers about product.

The most important nonpersonal influences that affect a purchase decision include time, place, and money.

When a company markets different products under the same umbrella name, it is using

The ________ refers to an estimate of how likely sample statistics will diverge from numbers in the target population.

What is an accurate description of direct questioning, a technique used in pretesting?

The highest need that refers to the fulfilling all the lower needs and reaching to discover the true self is

Before a stimulus can be perceived, it must first penetrate a set of physiological screens.

The target audience is typically larger than the target market.

Sociologists believed that people in the same social class demonstrate different attitudes, and spending patterns.

By starting the planning process with a database, a company focuses on the consumer and not profit goals.