Exam 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers

________ consists of activities undertaken to create,maintain or change the attitudes and behaviour of target consumers toward an organisation.

The factor of ________ indicates that when considering services,there is no stored inventory.

The impossibility of a barber storing haircuts for later sale is an example of which of the following?

Product is a key element in a company's ________,which may,at one extreme,consist of pure tangible goods or,at the other extreme,pure services.

The ________ sets out legally enforceable labelling requirements for a wide range of food products.

Emma is thirsty,hot and tired.She goes downstairs to get a Coke.However,the Coke machine is broken and even though there is a working Pepsi machine next to it,Emma walks to the next building to buy a Coke.This is an example of brand ________.

To achieve their social change objectives,social marketing programs ________.

A campaign designed to promote a wide range of cultural,sporting or arts-based events is an example of ________.

A company can stretch its product either upward or downward,but not in both directions.

Product-line length is influenced by company ________ and ________.

Product mix ________ refers to the number of versions of each product in the line.Sony makes and markets just about any TV you would ever want to buy.

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?

A sensational ________ may grab consumers' attention and produce pleasing aesthetics,but it does not necessarily make the product perform better.

A brand is a name,term,sign,________ or design,or a combination of these,intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Kellogg's produces a variety of cereals.This variety is called its product line.

Good service recovery can turn angry customers into loyal customers and can even win more customer purchasing and loyalty than if no problem had occurred in the first place.

A(n)________ brand is a brand created and owned by a reseller of a product or service.

Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty.

A brand name should translate easily into foreign languages.

________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance;thus,it is therefore closely linked to customer value and satisfaction.