Exam 1: Creating Customer Relationships and Value Through Marketing

The United Way of Greater Toronto (UWGT),like many charities,was sitting on a gold mine of donor data.Unfortunately,UWGT was not certain how to use that information to its greatest advantage.UWGT could blanket past donors with generic mailings,but it could not offer donors information that would convince them to donate to UWGT over other charities.Which of the following tools would be most useful for the nonprofit organization to use?

All of the following constitute the "4 Ps" of the marketing mix EXCEPT:

With respect to the history of American business,the __________ era covered the early years of the United States up until the 1920s.

A live theatre performance cannot be touched like a physical object,but is still considered a product.To a marketer,this is an example of a(n)__________.

The value to consumers that comes from having the offering available when they need it constitutes __________ utility.

Which of the following statements describes an environmental force?

The value to consumers that comes from the production or alteration of a product or service constitutes __________ utility.

Which of the following statements about marketing is most accurate?

The activity for creating,communicating,delivering,and exchanging offerings that benefit its customers,the organization,its stakeholders,and society at large is referred to as __________.

In 1952,General Electric's annual report stated,"The concept introduces…marketing…at the beginning rather than the end of the production cycle and integrates marketing into each phase of the business." This is a brief statement of what has come to be known as the

The value to consumers that comes from making an item easy to purchase through the provision of credit cards and financial arrangements constitutes _________ utility.

All of the following are departments in a typical organization EXCEPT:

With today's smartphones,one can watch the news,shoot videos,browse the Internet,take pictures,and listen to music.Improved new features are added with each smartphone introduced by Apple,Samsung,BlackBerry,and the like.As a result,consumers often want to replace their existing smartphones with new models or brands.This increase in demand is due mostly to changes in ___________,an environmental force.

To serve both buyers and sellers,marketing seeks to __________ and satisfy the needs and wants of prospective customers.

The period of American business history when firms could produce more goods than they could sell and the focus was on hiring more salespeople to seek out new markets and customers is referred to as the __________ era.

To avoid new-product failure,new-product expert Robert M.McMath suggests

In the movie Tin Men ,two rival salesmen engaged in a variety of dishonest and unethical practices in order to sell aluminum siding to homeowners in 1963.Their job was difficult,in part,because the supply of aluminum siding surpassed the demand for the product and competition was intense.This situation is indicative of the __________ era of U.S.business history.

Explain the market research that David Windorski,3M inventor,did to develop the Post-it Flag Highlighter.

With respect to the history of American business,the __________ era covered the years from the 1920s to the 1960s.

TUMI brand briefcases are very expensive,high-end briefcases that are generally sold in specialty luggage shops.Which of the following groups of people would be the MOST LIKELY target market for TUMI brand briefcases?