Question 1

Apple encourages customers to form local Apple user groups. This is an example of a ________.

Accepted Answer

A)  business partnership program 
B)  joint venture 
C)  club marketing program 
D)  consumer-generated marketing program 
E)  strategic alliance 
A)  business partnership program 
B)  joint venture 
C)  club marketing program 
D)  consumer-generated marketing program 
E)  strategic alliance

Question 2

The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

Accepted Answer

A)  marketing 
B)  product 
C)  production 
D)  selling 
E)  societal marketing 
A)  marketing 
B)  product 
C)  production 
D)  selling 
E)  societal marketing

Question 3

Customer evangelists are those who ________.

Accepted Answer

A)  use personal selling methods to market products and services 
B)  spread the word about their good experiences with a brand or product 
C)  use their expertise to influence people about specific products 
D)  work with quality-assurance teams to improve product safety 
E)  evaluate newly launched products in the marketplace 
A)  use personal selling methods to market products and services 
B)  spread the word about their good experiences with a brand or product 
C)  use their expertise to influence people about specific products 
D)  work with quality-assurance teams to improve product safety 
E)  evaluate newly launched products in the marketplace

Question 4

Through consumer-generated marketing, consumers themselves are playing a bigger role in shaping their own brand experiences and those of others.

Accepted Answer

A) True 
 B)False

Question 5

________ marketing is perhaps the fastest-growing marketing platform.

Accepted Answer

A)  Online 
B)  Social media 
C)  Mobile 
D)  Web site 
E)  Blog 
A)  Online 
B)  Social media 
C)  Mobile 
D)  Web site 
E)  Blog

Question 6

Customer-driven marketing is most effective when ________.

Accepted Answer

A)  a clear need exists among customers, but the need is difficult to identify 
B)  customers do not know what they want but are easily persuaded 
C)  customers seek new products and technological innovations 
D)  clear needs exist and customers know what they want 
E)  customers have wants but cannot afford them 
A)  a clear need exists among customers, but the need is difficult to identify 
B)  customers do not know what they want but are easily persuaded 
C)  customers seek new products and technological innovations 
D)  clear needs exist and customers know what they want 
E)  customers have wants but cannot afford them

Question 7

Cylog, a leading provider of personal computer systems, began manufacturing tablet devices after predicting a future consumer need for portability. Which of the following was most likely implemented by Cylog?

Accepted Answer

A)  the selling concept 
B)  customer-driving marketing 
C)  the product concept 
D)  sustainable marketing 
E)  the production concept 
A)  the selling concept 
B)  customer-driving marketing 
C)  the product concept 
D)  sustainable marketing 
E)  the production concept

Question 8

Explain how the Internet has transformed the way in which we do business today.

Accepted Answer

The Internet links individuals and busin

Question 9

Why do companies generally divide a market into segments of customers?

Accepted Answer

A company decides whom it will serve by

Question 10

Explain market offerings and marketing myopia.

Accepted Answer

Consumers' needs and wants are fulfilled

Question 11

Abel now has the buying power to purchase the computer that he wanted to buy six months ago. Abel's want has most likely become a ________.

Accepted Answer

A)  need 
B)  value 
C)  demand 
D)  market offering 
E)  desire 
A)  need 
B)  value 
C)  demand 
D)  market offering 
E)  desire

Question 12

Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on ________.

Accepted Answer

A)  consumers' brand experiences 
B)  competitors' threats 
C)  consumers' existing wants 
D)  competitors' strengths 
E)  consumers' future demands 
A)  consumers' brand experiences 
B)  competitors' threats 
C)  consumers' existing wants 
D)  competitors' strengths 
E)  consumers' future demands

Question 13

Explain, with examples, the different types of relationships that a company can build with its customers.

Accepted Answer

At one extreme, a company with many low-

Question 14

The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features.

Accepted Answer

A) True 
 B)False

Question 15

JetBlue's promise to put "You Above All" by "bringing humanity back to travel" is their ________.

Accepted Answer

A)  value proposition 
B)  segmentation strategy 
C)  market offering 
D)  selling concept 
E)  production concept 
A)  value proposition 
B)  segmentation strategy 
C)  market offering 
D)  selling concept 
E)  production concept

Question 16

In which of the following customer relationship groups do organizations generally avoid investing?

Accepted Answer

A)  barnacles 
B)  strangers 
C)  butterflies 
D)  true believers 
E)  true friends 
A)  barnacles 
B)  strangers 
C)  butterflies 
D)  true believers 
E)  true friends

Question 17

Imaginative Web sites, smartphone apps, and social media allow marketers to deliver messages that are direct and personal so consumers can ________.

Accepted Answer

A)  live the brand 
B)  sustain the brand 
C)  deliver the brand 
D)  enhance the brand 
E)  establish the brand 
A)  live the brand 
B)  sustain the brand 
C)  deliver the brand 
D)  enhance the brand 
E)  establish the brand

Question 18

Define customer-perceived value.

Accepted Answer

Customer-perceived value is defined as t

Question 19

________ refers to the portion of the customer's purchase that a company gets in its product categories.

Accepted Answer

A)  Value proposition 
B)  Share of customer 
C)  Brand equity 
D)  Customer lifetime value 
E)  Customer equity 
A)  Value proposition 
B)  Share of customer 
C)  Brand equity 
D)  Customer lifetime value 
E)  Customer equity

Question 20

Consumers' needs and wants are fulfilled through ________.

Accepted Answer

A)  value 
B)  demand 
C)  desire 
D)  market offerings 
E)  ideas 
A)  value 
B)  demand 
C)  desire 
D)  market offerings 
E)  ideas

Apple encourages customers to form local Apple user groups. This is an example of a ________.

The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

Customer evangelists are those who ________.

Through consumer-generated marketing, consumers themselves are playing a bigger role in shaping their own brand experiences and those of others.

________ marketing is perhaps the fastest-growing marketing platform.

Customer-driven marketing is most effective when ________.

Cylog, a leading provider of personal computer systems, began manufacturing tablet devices after predicting a future consumer need for portability. Which of the following was most likely implemented by Cylog?

Explain how the Internet has transformed the way in which we do business today.

Why do companies generally divide a market into segments of customers?

Explain market offerings and marketing myopia.

Abel now has the buying power to purchase the computer that he wanted to buy six months ago. Abel's want has most likely become a ________.

Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on ________.

Explain, with examples, the different types of relationships that a company can build with its customers.

The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features.

JetBlue's promise to put "You Above All" by "bringing humanity back to travel" is their ________.

In which of the following customer relationship groups do organizations generally avoid investing?

Imaginative Web sites, smartphone apps, and social media allow marketers to deliver messages that are direct and personal so consumers can ________.

Define customer-perceived value.

________ refers to the portion of the customer's purchase that a company gets in its product categories.

Consumers' needs and wants are fulfilled through ________.

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters

Exam 1: Marketing: Creating Customer Value and Engagement

Apple encourages customers to form local Apple user groups. This is an example of a ________.

The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

Customer evangelists are those who ________.

Through consumer-generated marketing, consumers themselves are playing a bigger role in shaping their own brand experiences and those of others.

________ marketing is perhaps the fastest-growing marketing platform.

Customer-driven marketing is most effective when ________.

Cylog, a leading provider of personal computer systems, began manufacturing tablet devices after predicting a future consumer need for portability. Which of the following was most likely implemented by Cylog?

Explain how the Internet has transformed the way in which we do business today.

Why do companies generally divide a market into segments of customers?

Explain market offerings and marketing myopia.

Abel now has the buying power to purchase the computer that he wanted to buy six months ago. Abel's want has most likely become a ________.

Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on ________.

Explain, with examples, the different types of relationships that a company can build with its customers.

The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features.

JetBlue's promise to put "You Above All" by "bringing humanity back to travel" is their ________.

In which of the following customer relationship groups do organizations generally avoid investing?

Imaginative Web sites, smartphone apps, and social media allow marketers to deliver messages that are direct and personal so consumers can ________.

Define customer-perceived value.

________ refers to the portion of the customer's purchase that a company gets in its product categories.

Consumers' needs and wants are fulfilled through ________.

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Social Responsibility and Ethics

Filters