Exam 6: The Marketing Program

To compete in the fast-growing hybrid segment. Honda introduced the Civic Hybrid with unique styling and great fuel economy. The Civic Hybrid was based on the traditional Honda Civic. Which product development strategy has Honda implemented?

When firms use a(n) __________ strategy. they focus their promotional efforts toward stimulating demand among final customers. who then exert pressure on the supply chain to carry the product.

Most firms today compete in mature markets characterized by commoditization. In these cases. the __________ typically becomes incapable of differentiating the product offering from those of the competition.

Explain why distribution and supply chain management are critical to achieving a sustainable competitive advantage and true differentiation in the marketplace. How are these issues related to other elements of the marketing program in determining competitive advantage?

Why are firms so obsessed with the pricing element of the marketing mix?

Identify the unique characteristics of services (relative to tangible goods) and list the marketing challenges created by each characteristic.

Hallmark is a good example of a company that uses __________ distribution as a means of offering two or more lines of the same merchandise through two or more channels

In today's economy. personal selling has evolved to take on elements of customer service and marketing research. Why is this the case?

Price elasticity is defined as:

The creation of an extended enterprise in the supply chain depends heavily on the ability of channel members to integrate their operations. Which of the following IS NOT a key factor in successful supply chain integration?

Discuss the role of sales promotion in consumer markets. In your answer. identify several types of consumer sales promotion activities and how they might be used in an overall IMC program.

Discuss the challenges associated with pricing services. How do service firms use yield management systems to balance price with revenue and maximize capacity utilization?

Unlike tangible goods. virtually all services are susceptible to inconsistency and variations in quality. Why is this so?

Which of the following statements about integrated marketing communications (IMC) is FALSE?

Discuss the four types of consumer products and explain how marketing strategy changes across these product types. Be sure to use examples.

In the Mercedes dealer network. individual dealers are given the sole right to sell Mercedes vehicles within a defined geographic area. What type of distribution does Mercedes employ?

The Club is a local hair salon and day spa that caters to an upper-middle class clientele. Although price competition in the local area has been increasing. the owners of The Club have decided to focus their marketing efforts on quality. service. and value. and to resist the temptation to compete on price. In pursuing this non-price strategy. managers of The Club are ascribing to which of the following assumptions?

For laptop computers. processor chips. memory chips. and hard drives are examples of __________ because they are finished items that become a part of the computer after assembly.

The inherent goal of product differentiation is to make the demand curve for a product more inelastic. This happens because increased differentiation:

In the context of IMC strategy. what is the difference between public relations and publicity?