Exam 1: Marketing: Creating Customer Value and Engagement

A gym equipment manufacturer encourages customers to become members of the firm's Web site. Membership provides customers with exercise tips as well as discounts on gym equipment and workout apparel. This is an example of ________.

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

"Losing a customer once means losing the entire stream of possible purchases that the customer would make over an extended period of patronage." This statement specifically indicates loss in terms of ________.

Railroads were once operated based on the thinking that users wanted trains that would offer the most in quality, performance, and innovative features. The railroad managing companies overlooked the fact that there could be other modes of transportation. This reflects the ________ concept.

When marketers set low expectations for a market offering, they run the risk of ________.

Marketers use mobile channels for several purposes. Which of the following is least likely to be one of those purposes?

Describe and compare the four types of customers classified by their potential profitability to an organization. Explain how an organization should manage each type of customer.

Greater consumer control means that companies can no longer rely on ________.

Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?

The final step in the marketing process is ________.

How is marketing applied in the not-for-profit sector?

How do suppliers help companies like Walmart maintain consistently low prices?

According to management guru Peter Drucker, "The aim of marketing is to ________."

When backed by buying power, wants become ________.

Alex works in the marketing department of an international company. How can Alex use modern technologies to conduct market research and better serve his company's customers?

Briefly explain the societal marketing concept. Give an example of an organization that has effectively used the societal marketing concept.

Following the change in consumer values and consumption patterns after the Great Recession, marketers have changed their marketing strategies to emphasize the ________ of their products.

Building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is called ________.

________ are human needs that are shaped by culture and individual personality.

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