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Marketing

Marketing
96問 • 2年前
  • Cesneros, Kirk E.
    • 通報

    問題一覧

  • 1

    ________ is the art and science of finding, retaining, and growing profitable customer

    Hospitality Marketing

  • 2

    A state of frlt deprivation in a person

    Needs

  • 3

    The form that a human need takes when shaoed by culture and individual personality

    Wants

  • 4

    Human wants that are backed by buying power

    Demand

  • 5

    Combination of tangible products, services, information, or experience offered to the market

    Market offerings

  • 6

    VES stands for?

    Value, Expectations, Satisfaction

  • 7

    Give the two questions of value-driven marketing strategies

    What customers will we serve and how can we serve these customers best

  • 8

    A set of benefits or values it promises to deliver to consumers to satisfy their needs

    Value proposition

  • 9

    One of the oldeset philosophies guiding sellers

    The production concept

  • 10

    It has an inward focus, ut also holds that consumers will favor products that offer the most quality, performance, and innovation feature

    The product concept

  • 11

    _________ Holds that consumers will not buy enough of the products unless the company assunes a lage selling and promotion effort.

    The selling concept

  • 12

    It hold that achieving organizational goals depends on determining the needs and wants of target market and delivering the desired satisfaction more efficiently and effectively

    Marketing concept

  • 13

    This concept holds that the organization should determine the needs, wants and interest of target market

    Societal marketing concept

  • 14

    CRM means?

    Customer relationship management

  • 15

    It involves in managing detailed information about individual custoemrs and carefully managing customer "touch points" in order to maximize customer loyalty

    Customer relationship management

  • 16

    The benefits of customer loyalty come from continued patronage of loyal customers, reduced marketing cost, decreased price sensitivity of loyal customers

    Customer loyalty and retention

  • 17

    Beyond simply retaining good customer to capture LTV, good CRM, Can help marketers to increase their ____________

    Growing share of customers

  • 18

    It is a discounted LTV's of all the company current and potential customers

    Building customer equity

  • 19

    Four characteristics of services

    Intangibility, Inseparability, Variability, Perishability

  • 20

    Five links of service profit chain

    Internal quality service, Satisfied productive service employees, Greater service value, Satisfied and loyal customers, Healthy service and profit growth

  • 21

    3 types of marketing

    Internal marketing, External marketing, Interactive marketing

  • 22

    Identify the 7 management strategies

    Managing differentiation, Managing service quality, Manage service productivity, Resolving customer complaints, Managing employees as part of the product, Managing perceived risk, Managing capacity and demand

  • 23

    It is the various external forces that can directly or indirectly affect the mant activities of an organization

    Marketing environment

  • 24

    It consist of actors and forces close to the company that can affect its ability to serve its customer

    Microenvironment

  • 25

    Give the 9 microenvironment

    The company, Competitors, Suppliers, Marketing intermediaries, Disintermediaries, Marketing services agencies, Financial intermediaries, Customers, Public

  • 26

    Consists of larger societal forces

    Macroenvironment

  • 27

    Each firm consist of its size and industrial position in relation to its competitors

    Competitive environment

  • 28

    7 macroenvironment

    Demographic environment, Economic environment, Natural environment, Technological environment, Political environment, Cultural Environment, Ethical factors

  • 29

    Uncontrollable element

    Marketing environment

  • 30

    ____________ is a review of external sources to discover factors that impact a business

    Environmental Scanning

  • 31

    It refers to buying behavior of final consumer

    Consumer behavior

  • 32

    Four factors that influence consumer behavior

    Cultural factors, Social factor, Personal factor, Psychological factor

  • 33

    3 Cultural factors

    Culture, Subculture, Social class

  • 34

    It is a set if values that influence any behavior

    Culture

  • 35

    Each culture contains of this. It is a group of people with dhared value systems based on common experiences and situation

    Subculture

  • 36

    These are relatively permanent and ordered division in society

    Social class

  • 37

    5 Social Factors

    Groups, Word of mouth influence and buzz marketing, Family, Roles and status, Online social networks

  • 38

    ________ that have a direct influence and to which a person belongs called membership groups

    Groups

  • 39

    The personal words anf recommendation of trusted friends

    Word of mouth influence and buzz marketing

  • 40

    These _________ are online communities whre people socialize or exchange information

    Online social network

  • 41

    It has a strong influence on buying behavior

    Family

  • 42

    It consists of the activities that a person is expected to perform

    Roles and status

  • 43

    5 personal factors

    Age and life cycle stage, Occupation, Personality, Lifestyle, Economic situation

  • 44

    The types of goods and services people buy change during their lifetimes

    Age and life cycle status

  • 45

    A person's _________ affects the goods and services bought

    Occupation

  • 46

    A person's ______ greatly affects product choice and the decision to purchase product

    Economic situation

  • 47

    A person's pattern of life as expressed in his/her activities, interests and opinions

    Lifestyle

  • 48

    Each person's _________ influence his or her buying behavior

    Personality

  • 49

    4 Psychological factors

    Motivation, Perception, Learning, Beliefs and attitudes

  • 50

    A needs to becomes a motive when it aroused to sufficient level of intensity

    Motivation

  • 51

    Process of selecting, organizing, and interpreting information inputs

    Perception

  • 52

    __________ Describes changes in a person's behavior arising from experience

    Learning

  • 53

    Descriptive thought that a person holds about something

    Beliefs and attitudes

  • 54

    5 Buying decision process

    Need recognition, Information search, Evaluation of alternatives, Purchase decision, Post purchase decision

  • 55

    Large sums of money

    Organizational customers

  • 56

    Give the 5 organizational market

    Convention, Associate meetings, Corporate meetings, Small groups, Incentive travel

  • 57

    Annual meeting of an association and include general session

    Convention

  • 58

    A command performance for employees of a company

    Corporate meetings

  • 59

    Meeting less than 50 attendees

    Small groups

  • 60

    A unique subset of corporate group business

    Incentive travel

  • 61

    8 organizational buying process

    1. Problem recognition 2. General needs description 3. Product specifications 4. Supplier search 5. Proposal solicitation 6. Supplier selection 7. Order-routine specification 8. Performance review

  • 62

    A non group form of organizational business is the individual business traveler

    The corporate account and travel manager

  • 63

    6 participants of organizational buying process

    1. Users 2. Influencers 3. Deciders 4. Approvers 5. Buyers 6. Gatekeepers

  • 64

    4 Major influence of organizational buyers

    1. Environmental factors 2. Organizational factors 3. inter-personal factors 4. Individual factors

  • 65

    Used by business as tools to support them in pursuing their objectives

    Marketing mix

  • 66

    Seven P's of marketing

    Product, Price, Place, Promotion, Physical Evidence, People, Process

  • 67

    A ______ is anything that cam be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need

    Product

  • 68

    Tangible items provided by a hospitality marketer

    Goods

  • 69

    Non-physical and intangible attributes

    Services

  • 70

    Product which may or may not be tangible or not be physical in nature.

    Environment

  • 71

    4 kind of products (Product level)

    Augmented product, Core product, Facilitating product, Supporting product

  • 72

    A name, term, sign, symbol, design or a combination of these elements that is intended to identify

    Brand

  • 73

    6 Kinds of brand

    Brand equity, Brand positioning, Brand name selection, Leveraging brand, Brand portfolios, Managing brand

  • 74

    Product Level

    Physical Evidence, Customer interaction with the service system, Customer interaction with their customer, Customer coproduction

  • 75

    Amount of money charge for a goods or service.

    Price

  • 76

    2 Factors influencing the pricing decision of services

    Internal and external pricing

  • 77

    4 general pricing approach

    1. Cost-based pricing 2. Break even analysis and target profit pricing 3. Value-based pricing 4. Competition-based prising

  • 78

    6 Pricing strategies

    1. New product pricing strategies 2. Existing-product pricing strategies 3. Revenue Management 4. Psychological pricing 5. Promotional pricing 6. Value pricing

  • 79

    Is a tool of communication used to inform the target market

    Promotion mix

  • 80

    5 objective of promotion

    Build awareness Create interest Provide information Stimulate demand Reinforce the brand

  • 81

    11 promotional process

    1. Define the needs 2. Define the target market 3. Analyze the competition 4. Choose the tool of promotion 5. Allocate the resources 6. Communicate your promotion 7. Communicate it to your employees 8. Know your BEP for sales and profit 9. Time the promotional tool 10. Execute the promotion 11. Evaluate the promotion

  • 82

    Any paid form of nonpersonal presentation and promotion of ideas, goods, or services

    Advertising

  • 83

    Short term incentive to encourage the purchase or sale of product or service

    Sales promotion

  • 84

    2 types of advertising

    Above the line and below the line advertising

  • 85

    Enumerate the 5 m's

    Mission Message Money Measurement Media

  • 86

    6 advantages of advertising

    1. Low cost per contact 2. Ability to reach the potential visitors where sales staff cannot 3. Great scope for creative versatility and dramatization of messages 4. Ability to create images that sales staff cannot 5. Non-personal presentation 6. Prestige and impression of mass-media advertising

  • 87

    3 Disadvantage of advertising

    1. Inability to close sales 2. Advertising cuttler 3. Ability for visitors to ignore advertising messages

  • 88

    Most expensive promotional tool

    Personal selling

  • 89

    5 personal selling process

    1. Prospecting and qualifying 2. Making the first contact 3. The sales call 4. Objection handling 5. Close the sales

  • 90

    Sales promotion tools/techniques (2)

    Pull and push techniques

  • 91

    Involved cultivation of favorable relations for organizations and products with its target market

    Public relation

  • 92

    Enumerate the relationship between public relation and the organization (8)

    Media Employees Government Supplier Shareholders Competitors Customer General public

  • 93

    Methods of public relation

    The press, Television, Exhibitions and trade fairs, House styles for company identification, Facilities visits to promote goodwill, Through employee

  • 94

    Providing money to an event

    Sponsorship

  • 95

    Occurs when consumers pass on recommend your product/company to others

    Viral marketing

  • 96

    Interaction between the product and potential customers

    Place

    • Entrep (Chap 1)

    Entrep (Chap 1)

    Cesneros, Kirk E. · 59問 · 2年前

    Entrep (Chap 1)

    Entrep (Chap 1)

    59問 • 2年前
    Cesneros, Kirk E.

    問題一覧

  • 1

    ________ is the art and science of finding, retaining, and growing profitable customer

    Hospitality Marketing

  • 2

    A state of frlt deprivation in a person

    Needs

  • 3

    The form that a human need takes when shaoed by culture and individual personality

    Wants

  • 4

    Human wants that are backed by buying power

    Demand

  • 5

    Combination of tangible products, services, information, or experience offered to the market

    Market offerings

  • 6

    VES stands for?

    Value, Expectations, Satisfaction

  • 7

    Give the two questions of value-driven marketing strategies

    What customers will we serve and how can we serve these customers best

  • 8

    A set of benefits or values it promises to deliver to consumers to satisfy their needs

    Value proposition

  • 9

    One of the oldeset philosophies guiding sellers

    The production concept

  • 10

    It has an inward focus, ut also holds that consumers will favor products that offer the most quality, performance, and innovation feature

    The product concept

  • 11

    _________ Holds that consumers will not buy enough of the products unless the company assunes a lage selling and promotion effort.

    The selling concept

  • 12

    It hold that achieving organizational goals depends on determining the needs and wants of target market and delivering the desired satisfaction more efficiently and effectively

    Marketing concept

  • 13

    This concept holds that the organization should determine the needs, wants and interest of target market

    Societal marketing concept

  • 14

    CRM means?

    Customer relationship management

  • 15

    It involves in managing detailed information about individual custoemrs and carefully managing customer "touch points" in order to maximize customer loyalty

    Customer relationship management

  • 16

    The benefits of customer loyalty come from continued patronage of loyal customers, reduced marketing cost, decreased price sensitivity of loyal customers

    Customer loyalty and retention

  • 17

    Beyond simply retaining good customer to capture LTV, good CRM, Can help marketers to increase their ____________

    Growing share of customers

  • 18

    It is a discounted LTV's of all the company current and potential customers

    Building customer equity

  • 19

    Four characteristics of services

    Intangibility, Inseparability, Variability, Perishability

  • 20

    Five links of service profit chain

    Internal quality service, Satisfied productive service employees, Greater service value, Satisfied and loyal customers, Healthy service and profit growth

  • 21

    3 types of marketing

    Internal marketing, External marketing, Interactive marketing

  • 22

    Identify the 7 management strategies

    Managing differentiation, Managing service quality, Manage service productivity, Resolving customer complaints, Managing employees as part of the product, Managing perceived risk, Managing capacity and demand

  • 23

    It is the various external forces that can directly or indirectly affect the mant activities of an organization

    Marketing environment

  • 24

    It consist of actors and forces close to the company that can affect its ability to serve its customer

    Microenvironment

  • 25

    Give the 9 microenvironment

    The company, Competitors, Suppliers, Marketing intermediaries, Disintermediaries, Marketing services agencies, Financial intermediaries, Customers, Public

  • 26

    Consists of larger societal forces

    Macroenvironment

  • 27

    Each firm consist of its size and industrial position in relation to its competitors

    Competitive environment

  • 28

    7 macroenvironment

    Demographic environment, Economic environment, Natural environment, Technological environment, Political environment, Cultural Environment, Ethical factors

  • 29

    Uncontrollable element

    Marketing environment

  • 30

    ____________ is a review of external sources to discover factors that impact a business

    Environmental Scanning

  • 31

    It refers to buying behavior of final consumer

    Consumer behavior

  • 32

    Four factors that influence consumer behavior

    Cultural factors, Social factor, Personal factor, Psychological factor

  • 33

    3 Cultural factors

    Culture, Subculture, Social class

  • 34

    It is a set if values that influence any behavior

    Culture

  • 35

    Each culture contains of this. It is a group of people with dhared value systems based on common experiences and situation

    Subculture

  • 36

    These are relatively permanent and ordered division in society

    Social class

  • 37

    5 Social Factors

    Groups, Word of mouth influence and buzz marketing, Family, Roles and status, Online social networks

  • 38

    ________ that have a direct influence and to which a person belongs called membership groups

    Groups

  • 39

    The personal words anf recommendation of trusted friends

    Word of mouth influence and buzz marketing

  • 40

    These _________ are online communities whre people socialize or exchange information

    Online social network

  • 41

    It has a strong influence on buying behavior

    Family

  • 42

    It consists of the activities that a person is expected to perform

    Roles and status

  • 43

    5 personal factors

    Age and life cycle stage, Occupation, Personality, Lifestyle, Economic situation

  • 44

    The types of goods and services people buy change during their lifetimes

    Age and life cycle status

  • 45

    A person's _________ affects the goods and services bought

    Occupation

  • 46

    A person's ______ greatly affects product choice and the decision to purchase product

    Economic situation

  • 47

    A person's pattern of life as expressed in his/her activities, interests and opinions

    Lifestyle

  • 48

    Each person's _________ influence his or her buying behavior

    Personality

  • 49

    4 Psychological factors

    Motivation, Perception, Learning, Beliefs and attitudes

  • 50

    A needs to becomes a motive when it aroused to sufficient level of intensity

    Motivation

  • 51

    Process of selecting, organizing, and interpreting information inputs

    Perception

  • 52

    __________ Describes changes in a person's behavior arising from experience

    Learning

  • 53

    Descriptive thought that a person holds about something

    Beliefs and attitudes

  • 54

    5 Buying decision process

    Need recognition, Information search, Evaluation of alternatives, Purchase decision, Post purchase decision

  • 55

    Large sums of money

    Organizational customers

  • 56

    Give the 5 organizational market

    Convention, Associate meetings, Corporate meetings, Small groups, Incentive travel

  • 57

    Annual meeting of an association and include general session

    Convention

  • 58

    A command performance for employees of a company

    Corporate meetings

  • 59

    Meeting less than 50 attendees

    Small groups

  • 60

    A unique subset of corporate group business

    Incentive travel

  • 61

    8 organizational buying process

    1. Problem recognition 2. General needs description 3. Product specifications 4. Supplier search 5. Proposal solicitation 6. Supplier selection 7. Order-routine specification 8. Performance review

  • 62

    A non group form of organizational business is the individual business traveler

    The corporate account and travel manager

  • 63

    6 participants of organizational buying process

    1. Users 2. Influencers 3. Deciders 4. Approvers 5. Buyers 6. Gatekeepers

  • 64

    4 Major influence of organizational buyers

    1. Environmental factors 2. Organizational factors 3. inter-personal factors 4. Individual factors

  • 65

    Used by business as tools to support them in pursuing their objectives

    Marketing mix

  • 66

    Seven P's of marketing

    Product, Price, Place, Promotion, Physical Evidence, People, Process

  • 67

    A ______ is anything that cam be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need

    Product

  • 68

    Tangible items provided by a hospitality marketer

    Goods

  • 69

    Non-physical and intangible attributes

    Services

  • 70

    Product which may or may not be tangible or not be physical in nature.

    Environment

  • 71

    4 kind of products (Product level)

    Augmented product, Core product, Facilitating product, Supporting product

  • 72

    A name, term, sign, symbol, design or a combination of these elements that is intended to identify

    Brand

  • 73

    6 Kinds of brand

    Brand equity, Brand positioning, Brand name selection, Leveraging brand, Brand portfolios, Managing brand

  • 74

    Product Level

    Physical Evidence, Customer interaction with the service system, Customer interaction with their customer, Customer coproduction

  • 75

    Amount of money charge for a goods or service.

    Price

  • 76

    2 Factors influencing the pricing decision of services

    Internal and external pricing

  • 77

    4 general pricing approach

    1. Cost-based pricing 2. Break even analysis and target profit pricing 3. Value-based pricing 4. Competition-based prising

  • 78

    6 Pricing strategies

    1. New product pricing strategies 2. Existing-product pricing strategies 3. Revenue Management 4. Psychological pricing 5. Promotional pricing 6. Value pricing

  • 79

    Is a tool of communication used to inform the target market

    Promotion mix

  • 80

    5 objective of promotion

    Build awareness Create interest Provide information Stimulate demand Reinforce the brand

  • 81

    11 promotional process

    1. Define the needs 2. Define the target market 3. Analyze the competition 4. Choose the tool of promotion 5. Allocate the resources 6. Communicate your promotion 7. Communicate it to your employees 8. Know your BEP for sales and profit 9. Time the promotional tool 10. Execute the promotion 11. Evaluate the promotion

  • 82

    Any paid form of nonpersonal presentation and promotion of ideas, goods, or services

    Advertising

  • 83

    Short term incentive to encourage the purchase or sale of product or service

    Sales promotion

  • 84

    2 types of advertising

    Above the line and below the line advertising

  • 85

    Enumerate the 5 m's

    Mission Message Money Measurement Media

  • 86

    6 advantages of advertising

    1. Low cost per contact 2. Ability to reach the potential visitors where sales staff cannot 3. Great scope for creative versatility and dramatization of messages 4. Ability to create images that sales staff cannot 5. Non-personal presentation 6. Prestige and impression of mass-media advertising

  • 87

    3 Disadvantage of advertising

    1. Inability to close sales 2. Advertising cuttler 3. Ability for visitors to ignore advertising messages

  • 88

    Most expensive promotional tool

    Personal selling

  • 89

    5 personal selling process

    1. Prospecting and qualifying 2. Making the first contact 3. The sales call 4. Objection handling 5. Close the sales

  • 90

    Sales promotion tools/techniques (2)

    Pull and push techniques

  • 91

    Involved cultivation of favorable relations for organizations and products with its target market

    Public relation

  • 92

    Enumerate the relationship between public relation and the organization (8)

    Media Employees Government Supplier Shareholders Competitors Customer General public

  • 93

    Methods of public relation

    The press, Television, Exhibitions and trade fairs, House styles for company identification, Facilities visits to promote goodwill, Through employee

  • 94

    Providing money to an event

    Sponsorship

  • 95

    Occurs when consumers pass on recommend your product/company to others

    Viral marketing

  • 96

    Interaction between the product and potential customers

    Place