Question 1

The societal marketing concept seeks to establish a balance between ________.

Accepted Answer

A)  customer lifetime value and customer equity 
B)  an inside-out perspective and an outside-in perspective 
C)  consumer short-run wants and consumer long-run welfare 
D)  marketing mixes and market offerings 
E)  customer-driven marketing and customer-driving marketing 
A)  customer lifetime value and customer equity 
B)  an inside-out perspective and an outside-in perspective 
C)  consumer short-run wants and consumer long-run welfare 
D)  marketing mixes and market offerings 
E)  customer-driven marketing and customer-driving marketing

Question 2

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 ________.

Accepted Answer

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

Question 3

Which of the following refers to the total combined customer lifetime value of all of the company's current and potential customers?

Accepted Answer

A)  share of customer 
B)  marketing mix 
C)  customer equity 
D)  target market 
E)  customer-perceived value 
A)  share of customer 
B)  marketing mix 
C)  customer equity 
D)  target market 
E)  customer-perceived value

Question 4

Which of the following uses a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?

Accepted Answer

A)  market segmentation 
B)  the production concept 
C)  the marketing concept 
D)  the inside-out perspective 
E)  marketing myopia 
A)  market segmentation 
B)  the production concept 
C)  the marketing concept 
D)  the inside-out perspective 
E)  marketing myopia

Question 5

Marketing in the non-profit sector is applied in all but which of these ways?

Accepted Answer

A)  to enhance their images 
B)  to attract memberships 
C)  to publicize the organization's supporters 
D)  to design social marketing campaigns for specific causes 
E)  to encourage donor support 
A)  to enhance their images 
B)  to attract memberships 
C)  to publicize the organization's supporters 
D)  to design social marketing campaigns for specific causes 
E)  to encourage donor support

Question 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Customers can be classified into four relationship groups based on their profitability and projected loyalty. Which customer type is associated with high profitability and long-term loyalty?

Accepted Answer

A)  barnacles 
B)  strangers 
C)  butterflies 
D)  true friends 
E)  cash cows 
A)  barnacles 
B)  strangers 
C)  butterflies 
D)  true friends 
E)  cash cows

Question 9

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

Accepted Answer

Managing detailed information about cust

Question 10

A company can create customer delight by meeting customer expectations through offering good products that do what is promised.

Accepted Answer

A) True 
 B)False

Question 11

When backed by buying power, wants become ________.

Accepted Answer

A)  social needs 
B)  demands 
C)  physical needs 
D)  self-esteem needs 
E)  exchanges 
A)  social needs 
B)  demands 
C)  physical needs 
D)  self-esteem needs 
E)  exchanges

Question 12

Marketing is managing profitable customer relationships.

Accepted Answer

A) True 
 B)False

Question 13

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?

Accepted Answer

A)  solving consumer problems 
B)  building customer relationships 
C)  helping customers shop 
D)  providing product information 
E)  working with suppliers 
A)  solving consumer problems 
B)  building customer relationships 
C)  helping customers shop 
D)  providing product information 
E)  working with suppliers

Question 14

At a local farmers' market, Molly Malone sells mussels while shouting to passersby, "Fresh seafood, get your fresh seafood here!" What kind of perspective is Molly taking?

Accepted Answer

A)  customer-driving 
B)  inside-out 
C)  customer-driven 
D)  outside-in 
E)  niche marketing 
A)  customer-driving 
B)  inside-out 
C)  customer-driven 
D)  outside-in 
E)  niche marketing

Question 15

Which of the following actions should a marketer take in response to the new economy?

Accepted Answer

A)  Offer selected discounts. 
B)  Cut marketing budgets. 
C)  Hold the line on prices. 
D)  Cut costs. 
E)  Discontinue products. 
A)  Offer selected discounts. 
B)  Cut marketing budgets. 
C)  Hold the line on prices. 
D)  Cut costs. 
E)  Discontinue products.

Question 16

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

Accepted Answer

A)  affinity marketing 
B)  not-for-profit marketing 
C)  societal marketing 
D)  evangelism marketing 
E)  affiliate marketing 
A)  affinity marketing 
B)  not-for-profit marketing 
C)  societal marketing 
D)  evangelism marketing 
E)  affiliate marketing

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A)  marketing management 
B)  positioning 
C)  marketing mix 
D)  market offering 
E)  differentiation 
A)  marketing management 
B)  positioning 
C)  marketing mix 
D)  market offering 
E)  differentiation

Question 19

Customer-managed relationships are marketing relationships that are controlled by customers; therefore, they are of no significance to marketers.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following marketing orientations 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)  the product concept 
B)  the production concept 
C)  the selling concept 
D)  the marketing concept 
E)  the societal marketing concept 
A)  the product concept 
B)  the production concept 
C)  the selling concept 
D)  the marketing concept 
E)  the societal marketing concept

The societal marketing concept seeks to establish a balance between ________.

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 ________.

Which of the following refers to the total combined customer lifetime value of all of the company's current and potential customers?

Which of the following uses a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?

Marketing in the non-profit sector is applied in all but which of these ways?

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

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

Customers can be classified into four relationship groups based on their profitability and projected loyalty. Which customer type is associated with high profitability and long-term loyalty?

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

A company can create customer delight by meeting customer expectations through offering good products that do what is promised.

When backed by buying power, wants become ________.

Marketing is managing profitable customer relationships.

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?

At a local farmers' market, Molly Malone sells mussels while shouting to passersby, "Fresh seafood, get your fresh seafood here!" What kind of perspective is Molly taking?

Which of the following actions should a marketer take in response to the new economy?

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

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

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

Customer-managed relationships are marketing relationships that are controlled by customers; therefore, they are of no significance to marketers.

Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?

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

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 1: Marketing: Creating Customer Value and Engagement

The societal marketing concept seeks to establish a balance between ________.

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 ________.

Which of the following refers to the total combined customer lifetime value of all of the company's current and potential customers?

Which of the following uses a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?

Marketing in the non-profit sector is applied in all but which of these ways?

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

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

Customers can be classified into four relationship groups based on their profitability and projected loyalty. Which customer type is associated with high profitability and long-term loyalty?

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

A company can create customer delight by meeting customer expectations through offering good products that do what is promised.

When backed by buying power, wants become ________.

Marketing is managing profitable customer relationships.

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?

At a local farmers' market, Molly Malone sells mussels while shouting to passersby, "Fresh seafood, get your fresh seafood here!" What kind of perspective is Molly taking?

Which of the following actions should a marketer take in response to the new economy?

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

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

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

Customer-managed relationships are marketing relationships that are controlled by customers; therefore, they are of no significance to marketers.

Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?

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

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Buyer Behavior

Business Markets and Business Buyer Behavior

Customer Value-Driven Marketing Strategy: Creating Value for Target Customers

Products, Services, and Brands: Building Customer Value

Developing New Products and Managing the Product Life Cycle

Pricing: Understanding and Capturing Customer Value

Pricing Strategies: Additional Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters