Exam 1: Defining Marketing for the New Realities

Place marketers include economic development specialists,real estate agents,commercial banks,local business associations,and advertising and public relations agencies.

Wants are basic human requirements,such as food and shelter.

A(n)________ need is one that the consumer is reluctant or unwilling to explicitly verbalize.

Which of the four new Ps encompasses the old four Ps as well as a range of other marketing activities that might not fit well into the old view of marketing?

________ are basic human requirements,while ________ are wants for specific products backed by an ability to pay.

Joanna owns a chain of fast-food joints.As the chain became more and more successful,she decided to contribute a share of her profits each year to support cancer research.This is an example of ________.

The ________ concept holds that consumers and businesses,if left alone,will ordinarily not buy enough of the organization's products.

Increasingly,a key goal of marketing is to develop deep,enduring relationships with all entities that directly or indirectly affect the success of the firm.Discuss the merits of relationship marketing.From your experience as a consumer,describe the relationship marketing efforts undertaken by a company of your choice.

Which of the following statements about marketing is true?

A social definition of marketing says ________.

The success of online purchasing resulted in ________ in the delivery of products and services by intervening in the traditional flow of goods through distribution channels.

Which of the following holds that consumers prefer products that are widely available and inexpensive?

Proponents of holistic marketing consider internal marketing to be as important as marketing to consumers.

A short definition of marketing is "meeting needs profitably."

When consumers share a strong need that cannot be satisfied by an existing product,it is called ________.

What are customer touch points?

According to Starbucks Chairman Howard Schultz,"We see a fundamental change in the way consumers buy their products and services … Consumers now commonly engage in a cultural audit of providers.People want to know your value and ethics demonstrated by how you treat employees,the community in which you operate.The implication for marketers is to strike the balance between profitability and social consciousness and sensitivity … It is not a program or a quarterly promotion,but rather a way of life.You have to integrate this level of social responsibility into your operation." Discuss the concept of social responsibility marketing and how it impacts both companies and consumers.

When Frank buys his own house,he would like to have a home theater system and a jacuzzi.He plans to save enough money in the next three years so that he can fulfill his wish.Frank's desire for the home theater and the jacuzzi is an example of a(n)________.

The marketing-mix component called "people" reflects all the creativity,discipline,and structure brought to marketing management.

In the case of ________,consumers dislike the product and may even pay a price to avoid it.