Terms in this set (399)
Ideas can come from: customers, customer data, other companies and mar
1. Idea Generation
company people/intermediaries/etc.
2. Screening Strengths and weaknesses, fit with objectives, market trends, rough ROI est
Concept testing, reactions from customers, rough estimates of
3. Idea Evaluation
costs/sales/profits
1. Whether the wholesaler owns the product or not: If yes: merchant wholes
3 Questions to ask when categorizing
and If no: agent wholesalers --> all about risk and the loss of product
Wholesalers
2.
R&D, Develop prototype, test marketing mix, revise plans as needed, ROI
4. Development
estimate
The 4 Ps must be creatively blended so True: Marketing managers must creatively blend the Four Ps so that the firm
that each decision must work well with develop the best mix for its target market. Each decision must work well wi
all the others to make a logical whole of the others to make a logical whole
Finalize product and marketing plan, start production and marketing, "roll o
5. Commercialization
select markets, final ROI estimate
75% of retail sales in the US are done by True: economies of scale matters!
15% retailers
,Achieving a measurable, direct response True: Most direct marketing communications are designed to prompt imme
from specific target customers is the feedback, a direct response by customers. That's why this type of
heart of direct marketing. communication is often called direct-response promotion.
Administered channel of distribution partial cooperation, see benefit of working together
greater control, lower cost, internet makes direct distribution easier, direct
Advantages of direct channel
contact with customers, suitable intermediaries not available
Advertising A paid, mass attempt to persuade
Advertising can be useful in a marketing True: the AIDA concept guides advertisers in getting Attention, holding Inte
strategy for getting attention, holding arousing Desire, and obtaining Action
interest, arousing desire, and obtaining
action
Advertising can usually get sales sooner False: Sales promotion can often be implemented quickly and get sales res
than sales promotion sooner than advertising
Advertising is any paid form of non- True: Advertising is any paid form of non-personal presentation of ideas, go
personal presentation of ideas, goods, or services by an identified sponsor.
or services by an identified sponsor
, -Position Brands
-Introduce New Products
-Obtain Outlets
Advertising objectives should be specific -Ongoing Contact
-Support Sales Force
-Get Immediate Action
-Maintain Relationships
wholesalers who do not own the products they sell. Specialize by custome
agent wholesalers
type or line
Agent wholesalers usually have higher False: Merchant wholesalers have higher operating expenses as a percenta
operating expenses (as a percentage of sales than agent wholesalers
sales) than merchant wholesalers
AIDA get Attention, hold Interest, arouse Desire, obtain Action
Airfreight generally increases both False: valuable benefits of airfreight's speed are less spoilage, theft, and da
transporting cost and the total cost of
distribution because it tends to add to
inventory costs, spoilage, theft, and
damage
, Although wholesalers no longer True: some of the biggest B2B e-commerce sites are wholesaler operations
dominate channels in the US, they do the US
provide a necessary function, and some
of the biggest B2B e-commerce sites are
wholesaler operations
Any business transaction can be thought True: Almost every business transaction in our modern economy involves a
of as an exchange of "something" of exchange of money - the Price - for something
value for money - where money is the
price
As the influential message sources of True: Earned media creates challenges for a brand. The influential message
earned media are outside the control of sources are out of a marketing manager's control, and the messages can be
a marketing manager, the messages may negative toward the brand
be negative toward the brand
At the macro level, consumer satisfaction True: although efforts to measure satisfaction are useful, any evaluation of
is difficult to measure and interpret, so macro-marketing effectiveness has to be in part subjective
any evaluation is in part subjective
shows what a customer will pay, because the buyer with the highest deman
Auction Pricing
sets the price
Ideas can come from: customers, customer data, other companies and mar
1. Idea Generation
company people/intermediaries/etc.
2. Screening Strengths and weaknesses, fit with objectives, market trends, rough ROI est
Concept testing, reactions from customers, rough estimates of
3. Idea Evaluation
costs/sales/profits
1. Whether the wholesaler owns the product or not: If yes: merchant wholes
3 Questions to ask when categorizing
and If no: agent wholesalers --> all about risk and the loss of product
Wholesalers
2.
R&D, Develop prototype, test marketing mix, revise plans as needed, ROI
4. Development
estimate
The 4 Ps must be creatively blended so True: Marketing managers must creatively blend the Four Ps so that the firm
that each decision must work well with develop the best mix for its target market. Each decision must work well wi
all the others to make a logical whole of the others to make a logical whole
Finalize product and marketing plan, start production and marketing, "roll o
5. Commercialization
select markets, final ROI estimate
75% of retail sales in the US are done by True: economies of scale matters!
15% retailers
,Achieving a measurable, direct response True: Most direct marketing communications are designed to prompt imme
from specific target customers is the feedback, a direct response by customers. That's why this type of
heart of direct marketing. communication is often called direct-response promotion.
Administered channel of distribution partial cooperation, see benefit of working together
greater control, lower cost, internet makes direct distribution easier, direct
Advantages of direct channel
contact with customers, suitable intermediaries not available
Advertising A paid, mass attempt to persuade
Advertising can be useful in a marketing True: the AIDA concept guides advertisers in getting Attention, holding Inte
strategy for getting attention, holding arousing Desire, and obtaining Action
interest, arousing desire, and obtaining
action
Advertising can usually get sales sooner False: Sales promotion can often be implemented quickly and get sales res
than sales promotion sooner than advertising
Advertising is any paid form of non- True: Advertising is any paid form of non-personal presentation of ideas, go
personal presentation of ideas, goods, or services by an identified sponsor.
or services by an identified sponsor
, -Position Brands
-Introduce New Products
-Obtain Outlets
Advertising objectives should be specific -Ongoing Contact
-Support Sales Force
-Get Immediate Action
-Maintain Relationships
wholesalers who do not own the products they sell. Specialize by custome
agent wholesalers
type or line
Agent wholesalers usually have higher False: Merchant wholesalers have higher operating expenses as a percenta
operating expenses (as a percentage of sales than agent wholesalers
sales) than merchant wholesalers
AIDA get Attention, hold Interest, arouse Desire, obtain Action
Airfreight generally increases both False: valuable benefits of airfreight's speed are less spoilage, theft, and da
transporting cost and the total cost of
distribution because it tends to add to
inventory costs, spoilage, theft, and
damage
, Although wholesalers no longer True: some of the biggest B2B e-commerce sites are wholesaler operations
dominate channels in the US, they do the US
provide a necessary function, and some
of the biggest B2B e-commerce sites are
wholesaler operations
Any business transaction can be thought True: Almost every business transaction in our modern economy involves a
of as an exchange of "something" of exchange of money - the Price - for something
value for money - where money is the
price
As the influential message sources of True: Earned media creates challenges for a brand. The influential message
earned media are outside the control of sources are out of a marketing manager's control, and the messages can be
a marketing manager, the messages may negative toward the brand
be negative toward the brand
At the macro level, consumer satisfaction True: although efforts to measure satisfaction are useful, any evaluation of
is difficult to measure and interpret, so macro-marketing effectiveness has to be in part subjective
any evaluation is in part subjective
shows what a customer will pay, because the buyer with the highest deman
Auction Pricing
sets the price
