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 _____.

Instead of trying to appeal to the entire marketplace, smart marketers and smart companies will try to find out ______.

__________ means that each customer serves as his or her own segment. This approach sounds appealing from the customer point of view because the product would be tailored specially for each person’s idiosyncratic desires.

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

In which phase of the Product Life Cycle is customer awareness getting stronger, and there may be some buzz in the marketplace?

The __________ are a group of approximately 10-15% of the population who is so influential that the loss of one of these customers costs the firm more than the loss of later adopters.

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

What growth strategy combines new markets and new products?

If a company wants to be innovative, which strategy are they most likely to use?

To write a positioning statement, you should  all of the following questions EXCEPT:

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.

Marketers and senior managers like to see graphical depictions of where their brands are, and where their competitors are in the minds of their customers.  What are these called?

Target is most known for which of the following?

Operational excellence refers to companies that ________.

What is a classic marketing exercise that is used to declare that one’s own product is superior to the market leader?

Customer involvement is ____ on a B2C specialty purchase.

Which phase of the vehicle purchase process generates word of mouth?

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

A ____ item is something that is purchased without much thought before the purchase.

Harley Davidson user groups are an example of _____.

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

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.

Which is not an example of brand extensions?

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?

_______ are mostly comprised of experience and credence qualities.

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

Marianne is shopping for a new Apple Watch. Which of the 4Ps is most central to her purchase?

Which of the following are pure goods?

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

Most firms advertising's goal is to enhance _____.

What is the best way for a business to stay 5 steps ahead of the competition?

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

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

What can be marketed?

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

Determining which segments to target for firms depends on an interplay between ______ issues.

Which of the following is true about our company based on this perceptual map?

Fiat Chrysler is developing a marketing strategy for a new hybrid car and just discovered that their biggest competitor is launching a very similar product at almost exactly the same time.  In a SWOT analysis, the competitor’s product would be a (n) _____.

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.