Some companies deemphasize price and use other marketing mix tools to create non-price positions in the marketplace.  

Wilkinson & Company sells plumbing supplies across the United States. Wilkinson uses Chicago as its central location for determining freight costs regardless of the city from which products are actually shipped. For example, a Dallas customer pays the freight cost from Chicago to Dallas even if the goods are shipped from Dallas. Wilkinson most likely uses ________ pricing.  

Zappos recognizes the importance of the buyer-seller interaction. They only hire people with an innate “passion to serve” and they go through four weeks of customer loyalty training. This is referred to as ________ marketing.  

Which of the following is true of a vertical marketing system?

 The National Tree Company offers resellers half-price reductions on artificial Christmas trees if they purchase them in July. This is an example of a ________.  

A segment is more attractive if it is easy for new competitors to enter the market.

Although not recommended, some marketers decide to ignore market segmentation and target the whole market with one offer. This is known as ________ marketing.

Kallton is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its Web site that customers can suggest ideas for its upcoming product model. Contributors of short-listed ideas will be adequately rewarded. In this case, Kallton is using ________ to generate new product ideas.

The marketing manager at Frizzles’ Eateries targets customers who are working to lose weight but who still want to dine out. The restaurant chain offers a wide variety of low-fat, low-calorie meals that appeal to dieters. Frizzles’ approach is best referred to as ________ segmentation.

A business marketer normally deals with far fewer buyers than a consumer marketer.