unit 1

Question 1

our behaviors don’t match exactly the intentions

Answer 1

the intention-behavior gap

Question 2

marketing

Answer 2

science and art of exploring value to satisfy the needs of a target market

Question 3

father of marketing

Answer 3

philip kotler

Question 4

father of digital marketing

Answer 4

neil patel

Question 5

how do companies make their promsie to the customers

Answer 5

through their marketing, nike - just do it

Question 6

steps of the marketing process

Answer 6

understand, design, construct, engage, capture

Question 7

consumers will favor products that offer the most in quality, performance and innovation

Answer 7

product concept

Question 8

consumers will favor products that are available and highly affordable

Answer 8

production concept

Question 9

consumers will favor products that go through a large-selling and promotion effort, consistently on sale

Answer 9

selling concept

Question 10

marketing concept

Answer 10

achieving organization, all goals depends on knowing well your target markets

Question 11

marketing decisions consider consumers and society long-run interests

Answer 11

societal concept

Question 12

used user-created material to promote and market the brand and its products

Answer 12

consumer-generated marketing

Question 13

strategic planning

Answer 13

mission, goals, business portfolio, planning, strategy, method

Question 14

should not change, very general

Answer 14

mission

Question 15

mission statement that is telling what the product does and what the main features are

Answer 15

product oriented

Question 16

mission statement that tells how the product makes the customer feel and goes beyond

Answer 16

market oriented mission statement

Question 17

what are smart goals

Answer 17

specific, measurable, achievable, relevant, time-based

Question 18

consumer demand for a product or service category over time

Answer 18

market growth rate

Question 19

percentage of sales the company has in that market

Answer 19

market share

Question 20

high market share and high market

Answer 20

stars

Question 21

no opportunity for them to grow, high market share

Answer 21

cash cow

Question 22

more and more people want it but the market share is low

Answer 22

question

Question 23

low in market and low in growth rate

Answer 23

dogs

Question 24

4ps marketing mix

Answer 24

product, price, place, promotion

Question 25

steps in the funnel marketing

Answer 25

acquisition, activation, retention, referral, revenue

Question 26

what are the two environments of the market

Answer 26

micro and macro

Question 27

micro environments

Answer 27

suppliers, company’s financial department, competitors,

Question 28

macro environment

Answer 28

demographics, economics, natural disasters, technological issues, political changes, cultural

Question 29

building the background of the study, what we already know about the product

Answer 29

exploratory/desk research

Question 30

data that is directly collected through interviews, questionnaires/surveys, observation, experiments

Answer 30

primary data

Question 31

data has already been collected and immediately available for the research

Answer 31

secondary data

Question 32

qualitative research

Answer 32

case study, record keeping, process of observation, ethnographic research, focus groups, one-on-one interview

Question 33

numbers, stats,

Answer 33

quantitative research