Marketing 421 Final Examination 2016

Online retail purchases by consumers can be the result of several very different approaches, which include: (1) paying dues to become a member of an online discount service; (2) participating in an online auction; (3) going directly to online malls; and (4) … The term branding refers to …. Computer-based networks that trigger actions by sensing changes in the real or digital world are known as: In the nonprofit world of the performing arts, box office technology has essentially remained the same since the 1980s.  A company called Tessitura is trying to change that.  Tessitura is able to track every transaction with its patrons in one database.  The information collected includes ticket purchases, fund-raising, volunteering, and gift shop purchases that will help symphonies, operas, and theaters develop customer profiles in order to tailor their sales messages to specific individuals.  In other words, Tessitura will allow arts groups to engage in: Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm’s __________. Neuromarketing is becoming more important in marketing as experts realize that traditional research methods such as focus groups and surveys may not be enough to understand what drives consumer purchase behavior due to: Marketing refers to: There is no single “generic” marketing plan that can apply to all organizations or all institutions.  Rather, the specific format for a marketing plan for an organization depends on the following: the industry, the kind and complexity of the organization, and ________. Variables such as location, the North American Industry Classification System (NAICS) code, and type of buy are all examples of ways to: What is the marketing objective for the growth stage of the product life cycle? What is meant by “accelerating the process?” Relationship selling refers to: Four trends in the past decade have significantly influenced the landscape of global marketing. One of them is: While pricing objectives frequently reflect corporate goals, pricing constraints often relate to: Which of the following conditions are necessary for marketing to occur? A global marketing strategy refers to: Marketing research refers to: Developing a pool of concepts to serve as candidates for new products is the __________ stage of the new-product process. At Mattel, Barbie is child-tested to be sure the doll cannot be broken apart and accidentally choke a child. This type of consumer or safety test occurs during the ______ stage of the new-product process. Which of the following transactions occurred in the marketspace? The study of similarities and differences among consumers in two or more nations or societies is referred to as __________. The product life cycle refers to ______. The goal of a SWOT analysis is to: Environmental scanning refers to: The initial step in the strategic marketing process is to begin planning by conducting a _____. A _____ is a road map for the marketing activities of an organization for a specified future time period, such a one year or five years. Jay stops at the shopping mall to purchase a new pair of jeans from the Diesel store. He is the ultimate consumer in a pipeline from the producer through intermediaries, including the clothing store. This pipeline is actually a_____. Customer value refers to: In personal branding, the “price” component of the marketing mix refers to: Segmentation based on some subjective mental or emotional attributes, aspirations, or needs of prospective customers is referred to as: