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More than two
versions
Anexpanded marketing mixforservicesthatincludesthefourPs(product,price, promotion,andplaceordistribution)aswellaspeople,physicalenvironment,andprocess, isreferredtoasthe
Figure105aboveshowsthesequentialprocessofbuildingbrandequity.Thethirdstepis toelicittheproperconsumerresponsestoabrand'sidentityand meaning.Thisstep
consistsoftwodimensions,"B"and"C,"whichstandfor
and
Figure101aboverepresentsthestagesoftheproductlifecycle.Whatdoestheportionof
thecurvelabeled"D"represent?
Whichofthefollowingproductswouldhavealowlearningproductlifecyclecurve?
Xeroxpioneered
the
firstportable faxmachine.In
1980,the price
was$12,700.Xeroxused
a(n) (blank) pricingstrategytohelprecoveritsresearchanddevelopmentcosts
Whichofthefollowingoccursduringthedeclinestageoftheproductlifecycle?
Theconsumersrepresentedby"E"inFigure104abovearecalled
Whenmostconsumerswhowouldbuyaproductareeither
repeatpurchasersofthe itemor
havetriedandabandonedit,whatstageoftheproductlifecycleistheproductin?
Whichofthefollowingproductshasthebrandnamethatbestsuggestsitsbenefit
accordingtothefivecriteriaforselectingagoodbrandname?
Astrategyofharvesting maybeemployedinthedeclinestageofaproductlifeto
In1984,IBMlaunchedthe"PCjr,"itsfirstlowpriced,educational/home1p.5erosuotnoafl1.5pointscomputer.SaleswerepoorbecauseIBMmostlikelyviolatedwhichcriterionofpickinga goodbrandname?
Demandfactorsreferto
Using ,manyretailersdeliberatelysellproductsbelow theirnormalprices(and sometimesbelow
cost)toattractattentionandadditional storetraffic
WhenShermanboughtgas,henoticedtheconveniencestoreofferedhima2percent
reductioninpriceifhepaidcashratherthanifheusedhiscreditcardtopayforhis
purchase.Theconveniencestorewasofferinghima
Priceelasticityofdemand(E)isexpressedas(Δmeanschange):
Anothernameforaonepricepolicyis
Amanufacturerofadigital videorecorder(DVR)isthinkingofusingaskimmingpricing
strategyforitsnew product.Whichofthefollowingconditions would argue AGAINSTusingaskimmingpricingstrategyfortheDVR?
Whichofthefollowingstatementsregardingnew carpurchasesintheU.S.ismost accurate?
Airlines,hotels,andcarrentalfirmsallengagein byvaryingpricesbasedon time,day,week,orseasonto matchsupplyanddemand
AshiftofthedemandcurvefromD1toD2inFigure113Babove indicates
SusanO'Rourkehiredanattorneytorepresentherinacourtcaseinvolvinganauto accident.TheattorneychargedO'Rourkeafeeforhisservices.TerryThomasneededa haircut—thelocal stylistchargedhim$12forherservices.AaronMathison mowedhis neighbor'slawn;inexchange,theneighborrototilledMathison'sgarden.Theattorneyfees paidbyO'Rourke,the$12chargedbythehairstylist,andtheexchangeoflawn mowing
forgardentillingareallexamplesof
Atapriceof$3.00each,SHAPEmagazinesells1.25 millioncopiesofitsmagazine targetedtoyoungwomenseekingahealthierlifestyle.Ifthepriceperissueisincreased
to$3.25,only1 millioncopieswouldbesold.Fixedcostsare$1 millionandunitvariable
costsare$0.50permagazine.Fromtheinformationprovidedhere,what isSHAPEmagazine'stotalrevenueobtainedatthelowerprice?
Acontractualarrangementbetweenaparentcompanyandanindividualorfirmthatallows
thelattertooperateacertaintypeofbusinessunderanestablishednameandaccording tospecificrulesisreferredtoas
CustomerscurrentlylinktoCisco'swebsitetoconfigure,price,andorderitsnetworking
equipment.CiscothensendsordersbackoutacrosstheInternettoproducersand assemblersincludingCelestica,Flextronics,Jabil,andSolectron.Productsarebuiltand
testedtoCisco'sstandards,sometimeswithproceduresrunremotelybyCisco.Most
itemsarethendropshippedtobuyers,untouchedbyCisco'semployees.Thisisa descriptionofCisco's
Whenaproducerownsanintermediaryatthenextleveldowninthe marketingchannel,it
isreferredtoas
Figure 129
above
indicatesthatsupplychain managersmustbalance totallogisticscostfcustomer
servicefactors.Thesixtotallogisticscostfactors("A,""B,""C,""D,""E,"and “F”) following
EXCEPT:
Asthenumberofintermediariesbetweenaproducerandbuyerincreases,thechannelis viewedasincreasingin
A(n) isanintermediarywhosellstoconsumers
Acontractual verticalmarketingsystemreferstoanarrangement whereby
A
iscommoninthesoftdrinkindustrywherethe manufacturersellsits concentratetowholesalers,whocarbonateit,and marketthefinishedproducttoretailers
Withinthecontextofasupplychain,
istheabilityofalogisticssystemto
satisfyusersintermsoftime,dependability,communication,andconvenience
Supplychain managementrefersto
Dependabilityistheconsistencyofreplenishment.Thisisimportanttoallfirmsina
supplychainandtoconsumers.Itcanbebrokenintothreeelements:safedelivery,
completedelivery,and
Fourofthe30largestbusinessesintheUnitedStatesareretailers—Walmart,Costco,
HomeDepot,and
Avariationofoffpriceretailingincludes
Thecentralbusinessdistrictrefersto
Storesthatcarryabroadproductline,withlimiteddepth,arereferredtoas
Thedescriptionofhow new
formsofretailoutletsenterthe marketisreferredtoasthe
Asignificantdifferencebetweenthe MallofAmericaandotherregional shoppingcenters
isthat
Anothertermforgrossmarginis
AretailerboughtacollectiblePreciousMomentsfigurinefor$26.Shesetstheinitial sellingpriceat$60.Thefinal sellingpricewas$52.Whatwastheoriginalmarkup?
The
distinguishesretailoutletsbasedonwhetherindependentretailers, corporatechains,orcontractual systemsowntheoutlet
Therearethreegeneralformsofretailownership:contractual system,corporatechain, and.
Whichofthefollowingstatementsregardingcorporatechainsismostaccurate?
Directordersreferto
Wastedcoveragecanbereducedbywhichofmethodofpromotion?
Whichofthefollowingstatementsaboutadvertisingismostaccurate?
Aformofcommunication managementthatseekstoinfluencethefeelings,opinions,or
beliefsheldbycustomers,prospectivecustomers,stockholders,suppliers,employees, andotherpublicsaboutacompanyanditsproductsorservicesisreferredtoas
Eachyear,advertisersspend millionsofdollarsduringtheSuperBowlhalftimeshow.
These marketershopetoreachthe millionsofsportsenthusiaststunedintotheNFL's greatestspectacle.Unfortunately,duringthehalftimefestivities,manyviewersdashto
thekitchenforasandwichandasodaanddonotseeorhearthepersuasivepromotional messagesoftheadvertisers.Thedesireforfoodanddrinkisanexampleof
, whichinhibitseffectivecommunication
Inthecommunicationprocess, ensure(s)thatmessagesaredecoded properly
Managersoftenusethepromotiontosalesratioontheirmarketingdashboardtoassess how
effectivetheintegrated marketingcommunicationsprogramexpenditureswereat
generating
Figure141abovedepictsthecommunicationprocess,whichconsistsoftenkey elements("A"through"J").Thepositionlabeled"B"isreferredtoas
Businessesvaryastotheamountofsecuritytheyrequireorcanaffordtoaccesstheir
computerfiles.Acompanythatsellsacompletelineoffirewalls,fromanofrillsversionto
onethatusescomplexretinal scans,would mostlikelyemploywhichpromotionalelement
toeffectivelypromoteitsproducttobusinesses?
Amessageisconveyedbymeansofa(n)
suchasasalesperson,advertising
media,orpublicrelationstools.
Whichstageoftheproductlifecycleisusuallyaperiodofphaseoutfortheproduct,when little moneyisspentinthepromotionalmix?
TocreateasuccessfuladvertisingcampaignonFacebook,agoodstrategyabrand managercanuseisto
createvideoadswithafunny,engaging,characterspokespersonforthe
brandthatwill captureusers'attentionand"goviral."Option3
Whichofthefollowing isthebestmarketingstrategyfor
promotingBettyCrocker
products usingsocialmedia?
create"BettyCooks,"ablogfeaturingrecipesfortrendydishesusing
BettyCrockerproducts
Anunintendedeffectoftheproliferationofsocialmediais
entrepreneursareabletocreatestartupbusinesseswithlessfinancial
investmentthanwasrequiredinthepastdecades.Option2
AwaitressataChili'srestaurantusesa whensheasksafamilyif"theyhave
anyroomleftfordessert."
stimulusresponsepresentation
Figure173abovedepictsthesalesmanagementprocessthatinvolvesthreeinterrelatedfunctions. “B” refers to
Sales plan implementation
Aftercompletingan18weeksalestrainingprogram,Joshuawastold,"Youwillbepaid4
percentonnetdollarvolumeupto$10 million.Salesinexcessof$10 millioncommanda
rateof6percent."ThecompanyJoshuaworksforisusinga
forhimafter completingthesalestrainingprogram.
straightcommissioncompensationplan
Anadvantageofthestraightsalarycompensationplanis
itiseasytoadminister
Whichtypeofsalesforcetrainingisthe mostpopulartypeoftraining?
onthejobtraining
Twosellingstylesassociatedwiththeneedsatisfactionpresentationformatare
adaptivesellingandconsultativeselling
DavidsonUphoff&Companysellsironwareaccessoriesforhomeandgardentoretailers. Whenitssalespersontoldtheprospect,"Forthisweekonly,wewillpaytheallthe
shippingcostsfornew customers,"thesalespersonwasusinga(n)
urgencyclose
ThesalesprocessatXeroxtypicallyfollowsthesixstagesofthepersonal selling process.Duringthefourthstage,asthepresentationbegins,thesalesperson
summarizesrelevantinformationaboutpotential solutions
Thetasksinvolvedin managingpersonal sellingincludeallofthefollowing
EXCEPT
designingnew directsalespromotionstogeneratenew
sales
Astraightcommissioncompensationplanisone
inwhichasalesperson'searningsaredirectlytiedtothesalesorprofits
heorshegenerates
Identifyingthebuyingroleoftheprospectwouldbetypicallydoneatthe stageofthepersonal sellingprocess
preapproach
PizzaHut'swebsite
and areintegratedwiththecompany's
overall communicationsprograms—includingtraditionalmedia—withproductinnovations,
promotions,andspecialeventssharedacrossplatforms
Content; communications
PizzaHut'smanagementteamusesa
to
monitorvariousaspectsofthe
brand'smarketingprogramandprovideanalmostconstantstreamoffreshinformation
thatitcanusetooptimizeengagementwithpeopleortweakvariousaspectsof performance
marketingdashboard
Whenyouview
aselectionatAmazon.comandsee"Customerswhoboughtthis(item)
alsobought…",youareseeingtheapplicationof
collaborativefiltering
ElectronicbooksellerslikeAmazon.comandbarnesandnoble.comarelikelytoenjoy
strongsalesinthefuturebecausebooksareaproductcategorythat
donotrequireprepurchasetrial
Whattechnologytermwouldbeusedtodescribethecapabilityofcapturingvisitor informationtoawebsitesuchasexpressedproductpreferences,personaldata, passwords,andfinancialinformation,includingcreditcardnumbers?
cookies
Cookiesreferto
computerfilesthata marketercandownloadontothecomputerofanonline
shopperwhovisitsthe marketer'swebsite
Six(6)generalproductandservicecategoriesdominateonlineconsumerbuying.One
categoryincludesregularlypurchasedconsumerpackagedgoodssuchaspersonal care itemswhere
convenienceisveryimportant
Thesolicitationofaconsumer'sconsent(called"optin")
toreceiveemailandadvertising
basedonpersonaldatasuppliedbytheconsumerisreferredtoas
.
permission marketing
The M&M'S®imageaboveisanexampleofhow
MarsChocolatehaseffectivelyused technologyonitsmymms.comwebsitetoallow
itscustomerstopersonalizethecandywit and messages
choiceboard
Wolfermans.comisacompanythatsellsgourmetEnglish muffins,specialtybreads,and exquisitedessertsingiftassortments.Whenyouaccessitswebsite,youdiscover fourteenpicturesthatmakelavishuseofcolor.TheWolfermanwebsitedesignconveys
thecoreconsumerbenefitsprovidedbythecompany'sofferingsthroughtheuseof
Context
iVillage.comisawebsiteforwomenthatencouragesitsuserstodiscusshealthand
beauty,parenting,personalfinances,careermanagementandrelationships.Thiswebsite
isanexampleof .
awebcommunity
Theview whichholdsthatonlineshoppingandbuyingavoidsfightingtrafficorstanding instorecheckoutlinesisanexampleof .
convenience
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