A straight rebuy, like when the office needs more paper, is common for ____ customers.

The different types of purchases are different because ______.

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

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

What does good variability consists of?

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

Beta company makes items you typically see in a sports store. If they sell golf balls, which of the following would be expansion in the breadth direction?

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

Alpha company makes items you typically see in a drug store. If they make toothpaste, which of the following would be expansion in the depth direction?

Companies build associations to their brands through _____.

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 branding approach provides stronger financial outcomes to the company?

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

Why can a store brand offer decent quality for lower prices?

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?

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.

Target is most known for which of the following?

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?

Product leadership refers to companies that ______.

The 4Ps include all of the following EXCEPT:

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

What is one of the largest factors stressing out marketers at companies these days?

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

Most firms advertising's goal is to enhance _____.

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) _____.

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

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.

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

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

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 _____.

_______ means that all customers are treated the same. This approach might sound attractive because it simplifies the marketing task, but it is usually unrealistic because customers differ.

Considering a continuum from “mass marketing” to “one-to-one marketing,” market segmentation is ________.

Empty nesters tend to start dreaming of spending their greater discretionary income on ____.

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

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

What growth strategy combines new markets and new products?

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

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

What term refers to the group of people who are the most risk averse, skeptical of new products, and stereotypically lower in income?