During the introduction stage of the product life cycle, a/an_____ may be used.

This pricing
strategy charges a high price to recoup the costs of product development.

A. Penetration pricing
B. Skimming pricing
C. Cost-plus pricing
D. ROI pricing

Directing the promotional mix at ultimate consumers to encourage them to ask retailers
for the product is referred to as a____________

A. Push strategy
B. Exclusivity strategy
C. Intense strategy
D. Pull strategy

The marketing strategy of developing new products and selling them in new markets is
referred to as______
Product penetration
Market Development
Diversification
Market Penetration

Changing the place an offering occupies in consumer’' minds relatice to competitive

products is referred to as_____________
Product adaptation
Product positioning
Perceptual mapping
Product repositioning

What are the two central concerns of marketing?

Establishing markt share and making profits
Reducing costs and increasing profits
Finding customers and making profits
Discovering and satisfying needs

Organizations that develop similar offerings, when grouped together create a/an
Merger
Competitive landscape
Industry
Monopoly

Another name for the analysis of consumer lifestyle is_______

Demographics
Psychographics
Social Statistics
Psysiological needs

The ratio of perceived benefits to price is referred to as

The price-quality relationship
Prestige pricing
Value
Value analysis

The number of different people or households exposed to an advertisement is referred to as

Scope
Reach
Share
Rating

There are five stages in the purchase decision process. What is the first stage?
Information search
Purchase decision
Problem recognition
Post purchase behavior

A non personal, indirectly paid presentation of an organization, product or service that can
take the form of a news story, editorial or product announcement is referred to as

Direct Sales
Publicity
Direct Marketing
Public service announcement

The ratio of sales revenue of the fir; to the total sales revenue of all firms in the industry ,
including the firm itself is referred to as
Sales quality
Marginal revenue
Market share
Industry potential

A good, service or idea consisting of a bundle of tangible and intangible attributes that
satisfies consumers needs and is received in exchange for money or something else of value
is referred to as___________
A consumer good
A stock item
A product
Merchandise

When Tom went to get his newspaper, he found the paper in a plastic bag along with a nox
containing one dose of Alka-Seltzer Heartburn relief medication. In this example, which type
of sales promotion is Alka-Seltzer using?
A sample
A point of purchase display
A deal
An introductory offer

The idea that an organization should strive to satisfy the needs of consumers while also
trying to achieve the organization’s goals reflects the____________
Selling concept
Marketing Concept
Societal marketing concept
Consumerism

A favorable attitude toward and consistent purchase of a single brand overtime is referred to
as______________
Brand bias
Brand loyalty
Behavioral loyalty
Consumer allegiance

The description of a population according to selected characteristics such as age, gender,

ethnicity, income and occupation is referred to as___________
Statistical analysis
Behavioral analysis
Psychographics
Demographics

One of the more specific groups of potential consumers toward which an organization
directs its marketing program is referred to as
Mass market
Target market
Market aggregation
Promotional Market