Market Management Part 3

23 Questions | By Mattli | Last updated: Mar 20, 2022 | Total Attempts: 59

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Instuderingsfrågor till Kotlers Market management 13th ed. Kapitel 7, 9 och 10

Questions and Answers

1.

All marketing strategy is built on STP—segmentation, targeting, and ________.
- A.
  
  Positioning
- B.
  
  Product
- C.
  
  Planning
- D.
  
  Promotion
- E.
  
  Performance
2.

________ is the act of designing the company’s offering and image to occupy a distinctiveplace in the mind of the target market.
- A.
  
  Positioning
- B.
  
  Product conceptualization
- C.
  
  Promotion presentation
- D.
  
  Performance imaging
- E.
  
  Preproduct launching
3.

Which of the following terms is most closely associated with the following statement:“attributes or benefits consumers strongly associate with a brand, positively evaluate, andbelieve that they could not find to the same extent with a competitive brand”?
- A.
  
  Brand image
- B.
  
  Points-of-difference
- C.
  
  Points-of-parity
- D.
  
  Points-of-value
- E.
  
  Brand concept
4.

________ are associations that are not necessarily unique to the brand but may in fact beshared with other brands.
- A.
  
  Points-of-parity
- B.
  
  Points-of-difference
- C.
  
  Brand cells
- D.
  
  Brand positions
- E.
  
  Points-of-competitive field
5.

The obvious means of differentiation, and often most compelling ones to consumers, relateto aspects of the ________.
- A.
  
  Price
- B.
  
  Distribution process
- C.
  
  Promotions
- D.
  
  Product and service
- E.
  
  Sales team responsible for the product or service
6.

At the heart of a successful brand is ________, backed by creatively designed and executedmarketing.
- A.
  
  Price
- B.
  
  Promotion
- C.
  
  A great product or service
- D.
  
  A great slogan
- E.
  
  A brand concept
7.

Consumers learn about brands through ________ and product marketing programs.
- A.
  
  The mass media
- B.
  
  Past experiences with the product
- C.
  
  The sales force
- D.
  
  Shopping bots
- E.
  
  Independent information sources
8.

________ is endowing products and services with the power of a brand.
- A.
  
  Brand image
- B.
  
  The branding concept
- C.
  
  Branding
- D.
  
  Brand positioning
- E.
  
  Brand partitioning
9.

Brand ________ is the added value endowed to products and services.
- A.
  
  Loyalty
- B.
  
  Equity
- C.
  
  Preference
- D.
  
  Satisfaction
- E.
  
  Benefits
10.

If a brand element can be used to introduce new products in the same or differentcategories, the brand element is said to be ________.
- A.
  
  Memorable
- B.
  
  Meaningful
- C.
  
  Likeable
- D.
  
  Transferable
- E.
  
  Adaptable
11.

________ is the consumers’ ability to identify the brand under different conditions, asreflected by their brand recognition or recall performance.
- A.
  
  Brand awareness
- B.
  
  Brand image
- C.
  
  Brand alternation
- D.
  
  Brand perception
- E.
  
  Brand reflection
12.

When a firm uses an established brand to introduce a new product, it is called a(n)________.
- A.
  
  Sub-brand
- B.
  
  Brand value
- C.
  
  Brand extension
- D.
  
  Brand mix
- E.
  
  Brand posture
13.

A ________ is the set of all brands and brand lines a particular firm offers for sale tobuyers in a particular category.
- A.
  
  Brand partition
- B.
  
  Brand position
- C.
  
  Brand portfolio
- D.
  
  Brand concept
- E.
  
  Brand image
14.

To create and capture value, sellers need to understand business organizations’ needs,resources, policies, and ________.
- A.
  
  Demands
- B.
  
  Protocols
- C.
  
  Strategies
- D.
  
  Buying procedures
- E.
  
  Personnel policies
15.

The ________ consists of all the organizations that acquire goods and services used in theproduction of other products or services that are sold, rented, or supplied to others.
- A.
  
  Business market
- B.
  
  Consumer market
- C.
  
  E-commerce market
- D.
  
  Global market
- E.
  
  Supplier market
16.

The demand for business goods is ultimately derived from the demand for ________.
- A.
  
  Raw materials
- B.
  
  Consumer goods
- C.
  
  Electronics
- D.
  
  Business solutions
- E.
  
  E-commerce
17.

The purchasing department buys office supplies on a routine basis. This type of purchase isclassified as a ________.
- A.
  
  Straight rebuy
- B.
  
  Modified rebuy
- C.
  
  New task
- D.
  
  Secondary purchase
- E.
  
  Preordained purchase
18.

The business buyer makes the fewest decisions in the ________.
- A.
  
  Modified rebuy
- B.
  
  Regular buy
- C.
  
  Straight rebuy
- D.
  
  New buy
- E.
  
  New task buy
19.

________ is composed of all those individuals and groups who participate in thepurchasing decision-making process, who share some common goals and the risks arisingfrom their decisions.
- A.
  
  The buying center
- B.
  
  The marketing sales team
- C.
  
  Strategic management
- D.
  
  Engineering support
- E.
  
  The logistics center
20.

In the purchasing decision process, the ________ are those who have the power to preventsellers or information from reaching members of the buying center.
- A.
  
  Gatekeepers
- B.
  
  Buyers
- C.
  
  Initiators
- D.
  
  Approvers
- E.
  
  Deciders
21.

To the ________ price is everything and transactional selling is used.
- A.
  
  Solution-oriented customers
- B.
  
  Income-oriented customers
- C.
  
  Gold-standard customers
- D.
  
  Strategic-value customers
- E.
  
  Price-oriented customers
22.

Peter Kraljic distinguished four product-related purchasing processes. Which of thefollowing matches to products that have high value and cost to the customer but involve littlerisk of supply because many companies make them?
- A.
  
  Strategic products
- B.
  
  Bottleneck products
- C.
  
  Leverage products
- D.
  
  Routine products
- E.
  
  Commodity products
23.

The new, more strategically oriented purchasing departments have a mission to ________.
- A.
  
  Always make a profit
- B.
  
  Always take the lowest bid
- C.
  
  Seek the best value from fewer and better suppliers
- D.
  
  Continue to seek outsourcing as their primary strategy
- E.
  
  Use consultants whenever possible