Exam 14: Marketing

Online transactions and the information they provide about the buyer allows for greater customization and for service by region,market,or even by individual customer.

________ is the marketing communications function charged with executing programs to earn public understanding and acceptance,which means both internal and external communication.

Price-setting strategy based on average unit costs of fixed,variable,and export-related costs is called ________.

________ is selling goods overseas at a price lower than in the exporter's home market,or at a price below the cost of production,or both.

The length and width of the distribution channel is known as ________.

________ refers to the marketing of products through unauthorized channels.

Marketing of products through unauthorized channels is called ________.

One of the factors distinguishing China's wealthy consumers from their foreign counterparts is their youth: some ________ percent are under 45 years of age.

________ is the perception by consumers of a firm's product in relation to competitors' products.

Analysis of the difference between market potential and actual sales is called a(n):

Total market potential is the sales,in physical or monetary units,that might be available to all firms in an industry during a given period under a given level of industry marketing effort and given environmental conditions.

Public relations activity includes anticipating and countering criticism.The criticisms range from general ones against all multinational corporations to specific complaints.________ certification is the most common variety,whereby a single firm develops its own rules and reports on compliance.

________ are the inherent features of the product offering,whether actual or perceived.

As the Danone example in Focus On Management illustrates,marketers can respond to changing marketing conditions with carefully calibrated price adjustments in individual countries accompanied and integrated with other elements of the marketing mix.

While China's Kentucky Fried Chicken menu features its signature "Original Recipe" fried chicken,it also creates products that appeal to local tastes such as the Spicy Dragon Twister,Pi Dan Congee,and Fu Young Vegetable Soup.This is an example of the ________ characteristics affecting product adaptation decisions.

Worldwide media spending does not vary around the world.

Price-setting strategy based on demand rather than cost is called ________.

Customers,culture,and competition are givens in that the company must adjust its approach to the existing structures.

Discuss the relationship between e-commerce and m-commerce and the growth of each.

A(n)________ involves repeated observations of the same event over long periods of time.