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MKT 421 FINAL EXAM 2016
1. A __________ is a road map for the marketing activities of an
organization for a specified future time period, such as one year or five years.
2. What is meant by ccelerating the process?
3. The product life cycle refers to __________.
4. 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 _______.
5. What is the marketing objective for the growth stage of the product life
cycle?
6. 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:
7. Marketing refers to:
8. Variables such as location, the North American Industry Classification
System (NAICS) code, and type of buy are all examples of ways to:
9. While pricing objectives frequently reflect corporate goals, pricing
constraints often relate to:
10. In personal branding, the component of the marketing mix refers to:
11. 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.
12. Customer value refers to:
13. Developing a pool of concepts to serve as candidates for new products is
the __________ stage of the new-product process.
14. The goal of a SWOT analysis is to:
15. Marketing research refers to:
16. 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 ________.
17. Which of the following conditions are necessary for marketing to occur?
18. 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) _______.
19. Environmental scanning refers to:
20. Relationship selling refers to:
21. A global marketing strategy refers to:
22. Segmentation based on some subjective mental or emotional attributes,
aspirations, or needs of prospective customers is referred to as:
23. Computer-based networks that trigger actions by sensing changes in the
real or digital world are known as:
24. The study of similarities and differences among consumers in two or more
nations or societies is referred to as __________.
25. Advertising, personal selling, sales promotion, public relations, and
direct marketing are marketing communications alternatives that make up a
firm??™s __________.

3. 26. 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:
27. Which of the following transactions occurred in the marketspace?
28. Four trends in the past decade have significantly influenced the
landscape of global marketing. One of them is:
29. The term branding refers to __________.
30. The term branding refers to __________.
31. The initial step in the strategic marketing process is to begin planning
by conducting a _______.