Midterm Review Game – SECOND GAME
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GROUP 2
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GROUP 3
GROUP 4
GROUP 5
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_____ are human
needs as shaped by
individual
personality and
culture.
WANTS
When backed by buying
power, wants become
____________?
DEMANDS
_____ refers to sellers
being preoccupied with
their own products and
losing sight of underlying
consumer needs.
MARKETING MYOPIA
What is the likely result of a
marketing strategy that
attempts to serve all
customers?
No customers will be satisfied.
A firm that uses the
selling concept takes a(n)
________ approach.
INSIDE-OUT APPROACH
The Nike town running
club that organizes twice
weekly for evening runs is
an example of a ________.
CLUB MARKETING
PROGRAM
Frequent flyer
programs offered by
airlines are an example
of a ________.
FREQUENCY MARKETING
PROGRAM
Stew Leonard, owner/operator of
supermarkets, reacts adversely to
losing a single customer sale. He
feels that this amounts to losing
the entire stream of future
purchases that a customer is
likely to make if he/she remains in
the area. This is an illustration of
________.
CUSTOMER LIFETIME
VALUE
What provides an answer
to these questions: What
is our business? Who are
our customers? What do
our customers value?
What should our business
be?
The Question is:
MISSION STATEMENT
What is currently the
fastest-growing form of
marketing?
DAILY DOUBLE
CONSUMER GENERATED
MARKETING
_____ are low-growth, high
share businesses or products.
They generate a lot of cash
that the firm uses to pay its
bills and support other SBUs
that need investment.
CASH COWS
_____ is the place a
product occupies in
the consumer’s mind
relative to
competition.
PRODUCT POSITION
Effective positioning begins
with ________ the company’s
marketing offer in order to
give consumers more
perceived value.
DIFFERENTIATING
Kimball Gardens is a
company that operates as two
distinct businesses—one that
sells lawn and garden
products and one that
markets booklets. Each
business is called a ________.
DAILY DOUBLE
SBU – STRATEGIC BUSINESS
UNIT
All of the groups within
a company are called
the ________.
INTERNAL
ENVIRONMENT
What movement has
encouraged marketers
to pursue
environmentally
sustainable strategies?
THE GREEN MOVEMENT
What is the most
dramatic force shaping
modern marketing?
TECHNOLOGY
What is central to
any definition of
marketing?
CUSTOMER
RELATIONSHIPS
_____ is the set of actual
and potential buyers of a
product.
A MARKET
The set of marketing tools a
firm uses to implement its
marketing strategy is called
the ________.
MARKETING MIX
What is the term for
customers who make
repeat purchases and tell
others about their positive
experiences with a
product or service?
CUSTOMER
EVANGELISTS
The collection of businesses
and products that make up
a company is called its
________.
SBU – STRATEGIC
BUSINESS UNIT
_____ entails reducing the
business portfolio by
eliminating products that no
longer fit the company’s
overall strategy.
DOWNSIZING
The process of dividing a
market into distinct groups
of buyers with different
needs, characteristics, or
behaviors is called
________.
MARKET
SEGMENTATION
Marketers should be aware of
laws, government agencies, and
pressure groups that influence or
limit various organizations and
individuals in a given society. This
is the ________ environment.
POLITICAL
ENVIRONMENT