Exam 1: Marketing: Creating and Capturing Customer Value

Many companies now use customer profitability analysis to identify and weed out unprofitable customers.

Which of the following strategies would a company most likely use to increase customer satisfaction?

For most marketers, customer relationship management (CRM) is exclusively a matter of customer data management.

________ is one of the best ways to increase share of customer.

What should sellers consider if they wish to avoid marketing myopia?

The new digital world makes it easy for consumers to take marketing content, that once lived only in advertising, with them wherever they go and share it with friends.

Large-scale marketing approaches that foster two-way customer relationships are made possible by new communication technologies.

The marketing concept that starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers takes a(n) ________.

Which of the following statements is true of the selling concept?

When customers don't know what they want or don't even know what's possible, the most effective marketing strategy is ________ marketing.

The portion of the customer's purchasing that a company gets in its product categories is known as ________.

The art and science of choosing target markets and building profitable relationships with them is called ________.

Jolene's firm markets preplanning services for a mortician. She finds that most of her target market avoids discussing future funeral needs. She convinces people to invest in the firm's services through her large-scale promotional efforts. Jolene's firm most likely practices the ________.

Sally recently purchased Brand X lotion. In comparing her perception of how the lotion made her skin feel and look to her expectations about Brand X lotion, Sally was measuring her level of ________.

Which of the following terms refer to customers who make repeat purchases and tell others about their positive experiences with a product or service?

Human needs are shaped by culture and individual personality.

Which of the following refers to a set of benefits that a company promises to deliver to customers to satisfy their needs?

A church targeting different demographic groups to increase attendance is an example of ________.

The primary key to delivering customer satisfaction is to match product performance with ________.

Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg's want now has become a(n) ________.