When researchers manipulate an independent variable (ex number of commercials shown) and measure the resulting changes in a dependent variable (ex sales), they are engaging in surveys perceptual mapping clustering observation experimentation Question 3 of 50 this regnonse The term refers to a company's ability to keep competitors at buy for an extended period of time and maintain a competitive advantage over its rivals thus, protecting its long-term profitability and market share. competitive plan strategic plan mission statement economic moar corporate identity Tide makes eight different laundry detergents. This represents its product width product width consistency marketing mix. product depth promotional mix Question 14 PepsiCo sells products such as sodas, sports drinks, chips, and snacks. These products represent the firm's product width depth tength volume dimension The percentage of consumers who actually buy a specific product or service from a company is referred to as the strategic segment target market market share market cut market position Based on the Growth Matrix chart, products with a dominant share of the market and good prospects for growth are dogs cash cows stars question marks. opportunities A business arrangement in which a company grants a second party the right to sell its products or services in exchange for some type of consideration is selling products on consignment retailing wholesaling licensing franchising Southwest Airlines has identified and defined four groups of consumers as its target market. What targeting strategy would be most appropriate in this case? Concentrated Undifferentiated Wide appeal Differentiated Clustered Ben and Jerry's is trying to forecast sales for a new ice cream flavor. To set an accurate forecast, the company places the product in Jacksonville supermarkets for a period of four months. Ben and Jerry's is using which forecasting method? Time series analysis Test marketing Executive judgment Segmentation analysis Survey analysis. Kyle is talking with Danny about buying a law firm franchise, Danny tells Kyle that one of the major advantages of franchising that he should consider is the higher start-up costs greater freedom it provides Individuality it offers higher success rate for franchises, gross margin it provides Coca-Cola purchased the Powerade and now operates this division as a separate profit center within the firm. In this example, Powerade is an unit of Coca-Cola strategic business marketing dependent widependent o corporate Managers at Garmin believe that the new prototype of their new GPS device works and now plan to beginseling to consumers. If Garmin does this they have decided to not engage in the phase of the new product development process. screening test marketing product development business analysis idea generation Managers at Garmin believe that the new prototype of their new GPS device works and now plan to begin selling it to consumers. It Garmin does this, they have decided to not engage in the phase of the new product development process screening test marketing product development business analysis idea generation. is risky as First Wave is working on a new paper material and knows that introducing this new product can be risky because it might fall. But First Wave also knows that well performing marketing research. keeping tabs on the actions of competitors, not introducing new products generating new product ideas addressing customers concerns about products Amy receives an e-mail link to a video from her sister asking her to complete a challenge for charity. This video has become very popular and has been seen over 2 million times worldwide. This is known as viral marketing but marketing erilla marketing a word of mouth pyramid personal advertising s when a company changes a brand characteristics to keep up with consumers and needs. This typically includes changes to the marketing mis such as brand name, product design or target consumer Segmentation Brand repositioning Co-branding Behavioral grouping Concentrated approach if Kyle is interested in observing consumer interaction in an informal, unstructured, and open-ended setting, he should use observation a focus-group interview an on-site computer interview a shopping mall intercept interview. a telephone survey