40 Free Test Bank for Marketing Management A Strategic Decision Making Approach 8th Edition by Mullins
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A(n) _____ is a written document detailing the current situation with respect to customers, competitors, and the external environment and providing guidelines for objectives, marketing actions, and resource allocations over the planning period for either an existing or a proposed product or service.
A _____ can be defined as any activity or benefit that one party can offer another that is essentially intangible and that does not result in the ownership of anything.
The alliances or networks involved in the marketing of goods and services in most developed economies are commonly referred to as _____.
Hope, a non-profit organization, trains disabled individuals to engage in small scale production. They teach them manufacture products such as candles. They purchase wax in bulk to be used in their training programs. Wax purchased in this case is an example of a(n) _____.
Which of the following is one of the components of marketing mix?
Mars, a company that markets home appliances, realizes that their clients in China would prefer it if their range of juicers were to have extra strong blades so that it cuts through all kinds of fruits. In order to fulfill this demand, the company modifies its product designs and marketing programs to cater to the needs of the Chinese customers. Mars is trying to:
_____ sell to resellers, industrial, or commercial customers, but they do not take title to the goods they sell.
_____ are essentially tangible physical objects that provide a benefit.
Interrelated decisions about segments, product line, advertising appeals and media, prices, and partnerships with suppliers, distributors, retailers, and other agencies reflect a firm’s _____ strategy.
Which of the following is the most important element that determines the value a customer attaches to a product?
Love, esteem, and self fulfillment are examples of one’s _____ needs.
A society cannot reap the full benefits of specialization until it develops the means to facilitate:
Which of the following is NOT one of the 4 Cs of marketing management?
A business-level strategy addresses:
Which of the following sections of a marketing plan presents a short overview of the issues, objectives, strategy, and actions incorporated in the plan and their expected outcomes for quick review?
Designing of the products and its marketing programs so as to emphasize attributes and benefits that appeal to customers in the target segment and at once distinguish the company’s brand from those of competitors is referred to as _____ of the object.
The customers who buy goods and services for resale or to use as inputs to the production of other goods are known as:
The total market for a particular product category is often fragmented into several groups of people having relatively homogeneous needs, wants, and sought after benefits. These groups are referred to as a market:
_____ in a marketing plan describe actions to be taken if specific threats or opportunities materialize during the planning period.
Which of the following components of the marketing mix is concerned with quality, features and customer services an offering?
Which of the following best describes lifetime customer value?
_____ strategy reflects the company’s mission and provides direction for decisions about what businesses it should pursue, how it should allocate its available resources, and its growth policies.
eBay is an auction site that allows individual sellers list their products and buyers purchase the listed items. This website is an example of _____.
Need for food and water are examples of _____ needs.
Brand equity reflects the value of the:
Ultimate customers buy goods and services for personal use or _____.
_____ is the process of analyzing, planning, implementing, coordinating, and controlling programs involving the conception, pricing, promotion, and distribution of products, services, and ideas designed to create and maintain beneficial exchanges with target markets for the purpose of achieving organizational objectives.
_____ is the combination of controllable marketing variables that a manager uses to carry out a marketing strategy in pursuit of the firm’s objectives in a given target market.
Albus Technologies is a firm that functions in drastically changing technology trends. The economic situations in the industry are also changing drastically. Which of the 4 Cs is associated with these external factors?
Customers want to purchase products with minimum of risk and shopping time. This is referred to as _____ utility.
Which of the following components of the marketing mix concerns distribution of products?
_____ reflect a person’s desires or preferences for specific ways of satisfying a basic need.
The customers who buy goods and services for their own personal use are known as:
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