Chapter 12: Dimensions Of Marketing Strategy

Question 1

Development of a Product (inception to release)

Answer 1

(1) idea development
(2) the screening of new ideas
(3)business analysis
(4)product development
(5)test marketing
(6) commercialization

Question 2

Consumer Product classifications (3)

Answer 2

Convenience
Shopping
Specialty

Question 3

Business Product Classifications (7)

Answer 3

Raw Materials
Major Equipment
Accessory Equipment
Component Parts
Processed materials
Supplies
Industrial Services

Question 4

Retailers provide 3 utilities…

Answer 4

Time
Place
Ownership

Question 5

Supply Chain Management

Answer 5

Connecting and integrating all parties or members of the distribution system to satisfy customers

Question 6

Intensity of Market Coverage (3)

Answer 6

-INTENSIVE DISTRIBUTION
-SELECTIVE DISTRIBUTION
-EXCLUSIVE DISTRIBUTION

Question 7

Transportation modes (5)

Answer 7

Train
Motor vehicles
Inland waterways
Pipelines
Airways

Question 8

The Promotion Mix (3)

Answer 8

-personal selling
-publicity
-sales promotion

Question 9

Components of a Promotional Campaign

Answer 9

1) determine objectives
2)define customers
3)determine benchmarks
4)get the message out
5)implement the plan
6)evaluate the plan

Question 10

Personal Selling Process (6)

Answer 10

Prospecting
Approaching
Presenting
Handling Objections
Closing
Follow-up

Question 11

Characteristics of Digital Communication

Answer 11

-addressability
-interactivity
-accessibility
-connectivity
-control

Question 12

Social Commerce

Answer 12

Social media sites allowing companies to sell directly on their sites.

Question 13

Media sharing avenues

Answer 13

Photo sharing
Blogs and Wikis
Podcasting
Social media dashboards
Online monitoring and analytics

Question 14

Magic Sentence

Answer 14

Businesses should ADD VALUE, SOLVE PROBLEMS, and DELIGHT CUSTOMERS.