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The ideal goal for the marketer is to find a(n) ________ group of customers whose needs they can easily and profitably meet.

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  1. The ideal goal for the marketer is to find a(n) ________ group of customers whose needs they can easily and profitably meet.
  2. Empty nesters tend to start dreaming of spending their greater discretionary income on ____.

  3. _____ is a type of segmentation in which the company strategically focuses on targeting a smaller market with particular needs that the company can serve well.

  4. A company is interested in better understanding how different groups of customers feel about its products. In order to do this, the company will need to _____.

  5. As segments increase in size, it becomes _______ to satisfy them with the same product.

  6. What is the result a company sees from happier customers due to marketing?

  7. If you ask the average person, “What is marketing?” one of the things you might hear is:

  8. If companies are good and if they’re lucky, the exchange continues iterating between the customer and the company, ___________ the tie between them.

  9. A company’s marketing executives should assess the _____ in terms of a general analysis of a business problem or opportunity the company is facing

  10. ____ and _____ are the central players in the marketing exchange

  11. What growth strategy combines new markets and new products?

  12. During ____________, a new product (good or service) is brought into the marketplace with heavy marketing spending.

  13. A product has more competition during the __________ stage than in any other stage in its life cycle.

  14. Hannah and Ellen rely on consistent messages received via word of mouth, and are older and more conservative than other customers of Product X.  Hannah and Ellen most likely fall into which of the following categories?

  15. The stage of the Product Life Cycle where sales and profits drop and new products replace older generations is called ___________.

  16. The central element of what is purchased is called the “core,” and anything bought on top of that is called what?

  17. The color of a new vehicle is an example of a ______ quality.

  18. _____ attributes are those that require some trial or consumption before evaluation

  19. A _____ is comprised of several product lines that can vary in breadth and depth

  20. A __________ is the general term used to describe both goods and services

  21. Potential strategic fit is a function of all of the following EXCEPT:

  22. A form of comparative analysis where customers show their opinions of another firm’s strengths vis-à-vis their competitors is a ______.

  23. Brands and products have perceived strengths, and marketing departments need to consider what they can do to assure that these will be sustainable _____.

  24. A company tries to serve the segments whose needs match their _______, and in doing so hope to make very happy and loyal customers who will be very profitable.

  25. What are two perspectives a business can use in assessing each segment's attractiveness in terms of its potential for targeting?

  26. Operational excellence refers to companies that ________.

  27. A firm’s positioning statement should address their target segment.  Anything else they’ll say in the positioning statement will have _______ meaning to customers who are not in that segment.

  28. Jen is developing the positioning statement for a brand.  In a meeting, the marketing team tells Jen that she has succinctly and clearly expressed the competitive advantage of the new brand.  The team approves of the way Jen wants to express the brand’s competitive advantage, and tells her to continue her work on fully developing the positioning statement.  Which element of crafting the positioning statement has Jen’s team just approved?

  29. The positioning statement can serve as an internal memorandum keeping all managers aligned as a basic guiding principle in all their collective decisions, so as to enhance the likelihood of ______ in the results of those decisions.

  30. Target is most known for which of the following?

  31. During the ____ phase of the purchase process, the potential customer identifies that something is lacking.

  32. What are a mix of beliefs and importance weights?

  33. If a company wants a customer to have a higher motivation to learn more about their products, they should do what?

  34. During the purchase phase for a new car, Larry creates a _____ that includes Chrysler 300 and Toyota Avalon, but does not include Hyundai Azera.

  35. Why is Chrysler’s Imported from Detroit trademarked?

  36. A brand name whose image is waning is less of a liability in which approach?

  37. One way marketers get customers to relate to brands is by creating a brand _______, such as Apple’s classification as “exciting” or how Gillette is action oriented.

  38. Scott, a young professional, buys a new BMW, even though a Ford would have cost him less. Scott values the BMW brand. This is an example of _____.

  39. Brand 123 has customers in many countries purchasing its bicycles, but its managers are unsure if the brand is truly a “global brand.”  What percent of a global brand’s revenue should come from other countries?

  40. Which is an example of co-branding?

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