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| response rate | a major problem with questionnaires is that they have a very low one of THESE |
| observations | scientific method is important in marketing research because it uses THESE to develop hypotheses and then test them. |
| problems, symptons | a common mistake marketing managers tend to make during the first step of the marketing research process that they confuse __________with ____________ |
| customer journey map | When a researcher conducts an in-depth interview with a customer and creates a graphic diagram that depicted what they were doing, thinking, and feeling during each stage of the buying process |
| small | THESE companies depend on their salespeople or managers to conduct marketing research. |
| marketing information management systems | used to gather, access, and analyze data from inter-nal sources such as financial reports, spreadsheets, and e-mails, and not external sources. |
| research proposal | THIS may include information about costs, what data will be collected, and how long the process will take. |
| quantitative research | THIS seeks structured responses that can be summarized in numbers |
| defining the problem | he most difficult step in the marketing research process |
| ethnography | THIS involves studying customers in their homes or at work. |
| product life cycle | stages of THIS inlude Introduction, growth, maturity, and decline |
| introduction | In this stage, there is a need for informative promotion |
| growth | THIS second stage is definitely more profitable than the introduction phase and innovators begin making LARGE profits |
| maturity | An industry with tough competition faces falling profits, and its sales growth is slow defining what stage of the product life cycle |
| second mover | one that quickly follows a pionee |
| fashion-related products | THESE have SHORT life cycles |
| phase-out strategy | THIS is NOT a strategy to rejuvenate sales of a product in decline but is a way to end the product |
| Discontinuous innovations | require that customers adopting the innovation significantly change their behavior. |
| logistics | making sure his company's products are transported, stored, and handled in ways that match target customers' needs with his company's marketing mix. |
| developed | economies spend a lower percent of GDP on logistics-related costs com-pared to developing economies. |
| physical distribution | THIS custoerm service level is a measure of how rapidly and dependably a firm delivers what its customers want. |
| speed | THIS element of physical distribution customer service is most likely to matter to a company buying things on an emergency basis |
| physical distribution CONCEPT | all transporting, storing, and product-handling activities of a business and a whole chan-nel system should be coordinated as part of one system. |
| total cost | THIS approach to approach to selecting a PD system involves evaluating each possible PD system and identifying all of the costs of each alternative. |
| JIT | THIS delivery system require that a supplier have extremely high quality control in every physical distri-bution (PD) activity |
| quantitites | JIT system is not the best approach when there it more economical for a supplier to produce and ship in larger ones of THESE |
| retailing | the sale of products to final consumers |
| corporate chain | a retail firm that owns and manages for instance, twelve stores in a state |
| retailers' cooperative | a group of independent retailers that pool purchasing and marketing expenses to increase efficiency |
| ARE | Retail franchise holders _____ responsible for carrying out their own marketing strateg |
| rules | A franchise holder needs to strictly follow franchise _______ established by the franchisor. |
| franchisors | THEY leave it to retail franchise holders to carry out the strategy in their own units. often help franchise holders by providing purchasing power and promotion support. usually receive fees and commissions from the franchise holder. reduce the risk of starting a new retailing business because a good strategy has al-ready been developed and tested. |
| suffer | If one retailer loses a customer to another retailer then that retailer will _______ |
| marketing strategy | In developing THIS the most important thing for a retailer to consider is why the members of their target market buy where they do. |
| percentage | A markup is usually expressed as THIS |
| $6 | If a product sells for $3.00. and a company uses a 50 percent selling price markup, the consumers pay THIS |
| markup chain | When a product moves through several levels within a channel between being produced and its final sale at retail to a consumer, the price that the consumer pays |
| stockturn | THIS rate is time taken for a single batch of inventory to be sold. |
| earns | With respect to markups and turnovers, a marketing manager should be aware that markup combines with stockturn rate to determine what the product actually _________ |
| Average-cost | THIS pricing involves adding a “reasonable” markup to the average cost of a product. |
| easy | A primary reason that a firm would use average-cost pricing is that it is THIS |
| quantity | The average-cost approach does not consider how costs change as THIS changes. |
| micro-marketing | concerns the marketing activities of an individual firm |
| macro-marketing | concerns how the whole marketing system works |
| consumers | The basic objective of the market-directed economic system of the United States satisfy the needs that _____________ feel are important. |
| consumer satisfaction | THIS depends on one’s own expectations and aspirations. |
| profits | THIS can be used as a rough measure of how efficiently a firm is satisfying customer |
| benefits: cost | A customer is more likely to buy a firm’s product if the __________ of the marketing mix exceed the _______ of the product. |
| a lot | The micro-marketing of firms that are production-oriented often costs _________for the amount of customer satisfaction it generates. |
| marketing mix | Firms are more likely to be successful when they blend the four Ps of THIS properly. |
| customer | A salesperson represents these people inside the selling firm, providing feedback from the field. |
| order getter (1) | salesperson who is responsible for expanding the company’s customer base to markets that have not been served before |
| order getter (2) | THIS type of salesperson helps bring products out of the introduction stage into the market growth stage. |
| order taking | This type of salesperson requires ongoing follow-up to make certain that the customer is totally satisfied. |
| missionary salespeople | sometimes called merchandisers or detailers. |
| technical | THIS specialist is an expert in figuring out exactly which of the company's many products best meet the needs of specific customer |
| customer service | THIS is required to solve a problem that a customer had with a previous purchase. |
| future sales | From the perspective of a retailer, the purpose of customer service is to promote THIS |
| customer service rep | THIS is an advocate not only for the firm that employs him or her, but also for those who purchase the firm’s products. |
| large | A major accounts sales force usually sells directly to such ________ accounts. |
