Exam 1: Marketing: Creating Customer Value and Engagement

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

Digital technology allows companies to reach out to customers in numerous ways. Which of the following is NOT the purpose of a company reaching out using digital and social media?

Your state's department of education has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the long-term benefits, both educationally and professionally, of reading every day. This is an example of a(n) ________ campaign.

Many company and brand Web sites also serve as online brand communities, where customers can congregate and exchange brand-related interests and information.

Explain why electronics and pharmaceuticals manufacturers use customer-driving marketing.

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

The marketing team at Bead Beautiful, a jewelry brand targeted at preteen girls, is meeting to formulate the product's value proposition. What should team members consider as they define a value proposition for Bead Beautiful?

The selling concept is typically practiced ________.

In consumer-generated marketing, marketers play a bigger role in shaping consumers' brand experiences and those of others.

When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia.

Which of the following marketing strategies should marketing managers focus on to manage detailed information about individual customers and carefully manage customer touchpoints to maximize customer loyalty?

In nineteenth-century Dublin, Molly Malone sold mussels at a market while shouting to passersby, "alive-alive-oh." Was Molly taking an outside-in or inside-out perspective? Explain.

Through ________, companies today are strengthening their connections with all partners, from providers of raw materials and components to those involved in the delivery of final goods and services.

________ is determined by a customer's evaluation of the benefits and costs of a market offering relative to those of competing offers.

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

To increase its "share of customer," a firm concentrates on retaining as many customers as possible over its lifetime.

Keith, a clothing store owner, offers product suggestions to customers based on their current purchases. Which of the following is Keith trying to increase?

Elisandra, a marketing manager at a regional chain restaurant, has decided to organize a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Elisandra's plan is an example of ________.

Explain how storing customer information in a database might better prepare carmaker Kia in customer relationship management.

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