Exam 11: Unique Marketing Issues

The Savvy Entrepreneurial Firm feature in Chapter 11 focuses on Airbnb, the company that created a marketplace for people to list, discover, and book unique spaces in people's homes or apartments while traveling. According to the feature, Airbnb was able to generate substantial buzz about its service via the use of:

Twitter, Facebook and company blogs are examples of:

What is an exclusive distribution agreement? Why do firms enter into exclusive distribution agreements with other firms?

Brenda Berry is thinking about starting a computer company. After doing some research, she has decided that the computer industry can be divided into the following product categories: handheld computers, laptops, tablet computers, PCs, minicomputers, and mainframes. She is now trying to decide which product category she is the most interested in competing in. The process that Brenda is going through is called:

The Google AdWords program allows advertisers to buy ads that will be shown on other Web sites instead of Google's Home Page.

A ________ is something that takes on a physical form, such as an MP3 player or a laptop computer. A ________ is an activity or benefit that is intangible, such as an airplane trip or advice from an attorney.

A firm's marketing mix is the assortment of products and services that it sells.

A product attribute map illustrated the strength of a firm's niche (or target) market relative to competing markets.

Research in Motion (RIM) is a handheld computer company that focuses specifically on business users that need dependable access to e-mail and the Internet while away from their office. For RIM, this specific type of user within the large business market segment is referred to as its:

The proper sequence in selecting a target market and positioning strategy is (1) craft a unique positioning strategy, (2) select a target market, and (3) segment the market.

The first step in the formal sales process described in the book is:

A ________ is a place within a market segment that represents a narrower group of customers with similar interests.

________ marketing is a low-budget approach to marketing that relies on ingenuity, cleverness, and surprise rather than traditional techniques.

What is a tagline? Provide an example of a popular tagline, and discuss why you think it has been effective?

Every year thousands of electronic products manufacturers gather in Las Vegas to display their products and to see what their competitors are up to. This type of event is called a:

A firm's "position" is concerned with how it is situated relative to its rivals.

In ________, the list price of an item is determined by adding a markup percentage to a product's cost.

A firm's ________, in the context of its marketing mix, is the good or service it offers to its target market.

The Google program called ________ allows advertisers to buy keywords on the Google Home Page.

An important distinction should be made between a firm's core product and its actual product. While the core product may be a CD that contains an antivirus software program, the actual product may have a number of characteristics, include a quality level, features, design, a brand name, and packaging.