After defining the business mission, what should a firm do next to develop a marketing plan?
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BUS 346
- In most countries, ________________ is one of the largest purchasers of goods and services.
- There are approximately 1 billion people living in India. Only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow's Hierarchy, most of the other 800 million Indian consumers are primarily addressing their __________ needs.
- Brenda always buys Sears Kenmore appliances. She believes that the Kenmore brand offers good quality and value and does not consider alternatives. Brenda uses __________ to select appliances.
- For which of the following purchases would consumers most likely engage in limited problem solving?
- Dawn flies regularly between Atlanta and Los Angeles. She almost always uses Delta Airlines and has lots of Delta Sky Miles credit (Delta's frequent flyer program). Still, she uses an online fare comparison website each time to see if a competitor has a better price or a more convenient schedule. Dawn uses __________ to decide which airline to fly.
- Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. When she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. She chose to spend considerable effort finding a new hair stylist based on the __________ associated with her purchase decision.
- When Maya decided to buy a new computer, she thought about all the brands she could recall seeing advertised, but she would only consider those brands she could buy at her local electronics store. This represents Maya's __________ set.
- By producing motorcycles that do more than get riders to their destinations and back, Harley-Davidson is addressing consumers'__________ needs.
- Many teenagers, both male and female, have clothes they purchased in the past that they "would not be caught dead in" today. When they occasionally see those clothes hanging in the back of their closet, these teenagers probably feel:
- Marketers often use principles and theories from __________ and __________ to decipher many consumer actions and develop basic strategies for dealing with their behavior.
- Darrell sells custom cabinets for upscale residential homes. Darrell hopes that satisfied customers will create word of mouth referrals for him. To make it more likely that his customers are satisfied, Darrell could do any of the following EXCEPT:
- Julie is an experienced shopper. She has been doing the family's weekly shopping since she was twelve. She is not very interested in status items, and questions advertising claims. Julie is most likely to be in the __________ generational cohort.
- In the early 1990s, the inflation rate in Mexico was twice the rate in the United States, but the Mexican monetary authorities kept the peso/dollar exchange rate almost constant. For Mexican consumers:
- The Mayo Clinic in Minnesota is known for top-quality medical care. For decades, even presidents and dictators from around the world flew to the Mayo Clinic to utilize its services. The Mayo Clinic used its reputation to create additional medical facilities in Jacksonville, Florida, and elsewhere. This is an example of a firm focusing its efforts on satisfying customer needs that:
- The United States has often been called the "melting pot" society, integrating people from many different cultures into the social fabric of the country. The challenge for marketers is to determine whether a group's culture:
- Compared to other groups, the __________ generational cohort is more likely to complain, need special attention, and take time browsing before making a purchase decision.
- Political candidates are notorious for appealing to the different beliefs and values of groups of potential voters in different areas of the country. These politicians are appealing to differences in:
- Roddy walks away from salespeople who give him the "hard sell." He rarely watches television and spends more time on the Internet. Roddy is most likely to be a member of the __________ generational cohort.
- Marketers in the United States are paying increasing attention to ethnic groups because:
- Since the late 1970s, most American families have seen their income growth stagnate, with income rising only slightly more than inflation. This has changed many Americans consumers' concept of:
- Because Americans are working longer hours without increases in real, disposable income, and are utilizing an army of communication devices to keep up with the demands in their personal and work lives, retailers are
- Chris's firm is considering marketing an HIV/AIDS treatment and home-testing kits. Which of the following represents a potential ethical issue for the firm?
- After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision making situation, all parties relevant to the decision should engage in:
- Unlike other business functions like accounting or finance, people in marketing are often singled out as the root cause of ethical concerns because:
- A new law in South Carolina makes it illegal for people under the age of 18 to smoke cigarettes. Previously, the law banned sales of cigarettes to anyone under age 18, but not smoking. Which of the following types of companies would be unlikely to have to incorporate this change into the Ethical Decision-Making Framework?
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