MKTG 311: Module 2
25 Cards in this Set
| Front | Back |
|---|---|
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The norms that everyone in a firm shares is the definition of the
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corporate culture
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When an employee is referred to as a worker, he is viewed as
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cost
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When an employee is referred to as an associate, he is viewed as
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investment
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A marketing era company views its employees as
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investments/associates
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Dividing the total market into subsets with similar needs is called
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market segments
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The customer group that the firm is trying to appeal to is called
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target market
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Determining the meaning of the product in the consumer's mind is called
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positioning
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positioning
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3 types of product positioning: ideal point, company, competitive
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Image, quality, service, price & features are examples of
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Image, quality, service, price & features are examples of
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A unique feature that helps a firm attract and retain customers is a
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differential advantage
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Which, if any, of the following is not one of the 4Ps
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4 P's: product, place, price, promotion
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Aging baby boomers represent which uncontrollable
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society
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Generic competition includes which of the following types of competition
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direct & indirect
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Today, the focus of government regulation is
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green issues/ protect consumers
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Incredibly expensive watches are purchased from
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discretionary income
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The bonus uncontrollable is
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independent media
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Which of the following, if any, is an example of an Overall Objective, one of the five areas controlled by top management
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sales/market share, profit portfolio composition, consumer acceptence
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The target market can be described as a character on a TV program
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true
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Which, if any of the following represents a good positioning strategy
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#3 (on the graph)
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Positioning is synonymous with value
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true
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A brand should always try to position itself between as many ideal points as possible to meet the needs of multiple markets
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false
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Which, if any, of the following represents a unique sustainable differential advantage
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one of the following: image, quality, service, price,or features
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Marketers shouldn't take into account the various taxes consumers have to pay because marketers have no control over the taxes
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false
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___________ is subtracted from disposable income
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necessities
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In the discussion of positioning, it was said that there is one consideration when selecting a target market, its size. The bigger the better.
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false
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MKTG 311: Module 2