Question 1

Greater consumer control means that companies must rely more on marketing by _ than by .

Accepted Answer

A) attraction;intrusion 
B) interruption;involvement 
C) producing;selling 
D) inspiration;competition 
E) socialization;information 
A) attraction;intrusion 
B) interruption;involvement 
C) producing;selling 
D) inspiration;competition 
E) socialization;information A

Question 2

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

Accepted Answer

A) "firing" unprofitable customers 
B) limiting customer experiences with a brand 
C) divesting 
D) decreasing the variety of offered services 
E) lowering prices 
A) "firing" unprofitable customers 
B) limiting customer experiences with a brand 
C) divesting 
D) decreasing the variety of offered services 
E) lowering prices E

Question 3

Beyond simply retaining good customers,marketers want to constantly increase their "share of customer." What does this mean in marketing terms?

Accepted Answer

A) Marketers want to increase their market share. 
B) Marketers want to increase the profit margin with this target market. 
C) Marketers want to increase the share they get of the customer's purchasing in their product categories. 
D) Marketers want to turn satisfied customers into delighted customers. 
E) Marketers want to continuously increase their customers' levels of satisfaction. 
A) Marketers want to increase their market share. 
B) Marketers want to increase the profit margin with this target market. 
C) Marketers want to increase the share they get of the customer's purchasing in their product categories. 
D) Marketers want to turn satisfied customers into delighted customers. 
E) Marketers want to continuously increase their customers' levels of satisfaction. C

Question 4

A potentially highly profitable,short- term customer is a .

Accepted Answer

A) true friend 
B) stranger 
C) butterfly 
D) barnacle 
E) true believer 
A) true friend 
B) stranger 
C) butterfly 
D) barnacle 
E) true believer

Question 5

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

Accepted Answer

A) an attribute 
B) a money- back guarantee 
C) low pricing 
D) customer service 
E) a value proposition 
A) an attribute 
B) a money- back guarantee 
C) low pricing 
D) customer service 
E) a value proposition

Question 6

Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to obtain profitable sales?

Accepted Answer

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

Question 7

It is most accurate to say that customers buy from stores and firms that offer which of the following?

Accepted Answer

A) the most attractive company image 
B) the highest customer- perceived value 
C) the most concern for society's interests 
D) the highest level of customer satisfaction 
E) the highest value for the dollar 
A) the most attractive company image 
B) the highest customer- perceived value 
C) the most concern for society's interests 
D) the highest level of customer satisfaction 
E) the highest value for the dollar

Question 8

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

Accepted Answer

A) not- for- profit marketing 
B) customer evangelism 
C) caring capitalism 
D) societal marketing 
E) for- profit marketing 
A) not- for- profit marketing 
B) customer evangelism 
C) caring capitalism 
D) societal marketing 
E) for- profit marketing

Question 9

Think about suppliers and other marketing partners.A modern marketing system relies on profitable relationships all along the way.How might Walmart rely on its marketing partners in order to offer low prices?

Accepted Answer

Walmart must rely on

Question 10

Market offerings are limited to physical products.

Accepted Answer

A) True 
 B)False

Question 11

A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a .

Accepted Answer

A) basic customer relationship 
B) structural benefit 
C) partner relationship management technique 
D) frequency marketing program 
E) club marketing program 
A) basic customer relationship 
B) structural benefit 
C) partner relationship management technique 
D) frequency marketing program 
E) club marketing program

Question 12

As part of the rapid globalization of today's economy,companies are selling more locally produced goods in international markets and .

Accepted Answer

A) purchasing more supplies abroad 
B) downplaying concerns for social responsibility 
C) taking a local view of their industry 
D) reducing competition within their industry 
E) competing solely in traditional marketplaces 
A) purchasing more supplies abroad 
B) downplaying concerns for social responsibility 
C) taking a local view of their industry 
D) reducing competition within their industry 
E) competing solely in traditional marketplaces

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

The concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality,performance,and innovative features.

Accepted Answer

A) production 
B) marketing 
C) promotion 
D) product 
E) customer 
A) production 
B) marketing 
C) promotion 
D) product 
E) customer

Question 15

Briefly compare and contrast the concepts of needs,wants,and demands,giving an example of each.Discuss how these concepts relate to marketing practices.

Accepted Answer

Human needs are states of felt deprivati

Question 16

Elisandra,a marketing manager at a regional chain restaurant,has decided to sponsor 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 .

Accepted Answer

A) community development around a brand 
B) partner relationship management 
C) customer divestment 
D) customer lifetime value 
E) consumer- generated marketing 
A) community development around a brand 
B) partner relationship management 
C) customer divestment 
D) customer lifetime value 
E) consumer- generated marketing

Question 17

Which of the following marketing management concepts is most likely to lead to marketing myopia?

Accepted Answer

A) societal marketing 
B) product 
C) customer- driving marketing 
D) customer- driven marketing 
E) marketing 
A) societal marketing 
B) product 
C) customer- driving marketing 
D) customer- driven marketing 
E) marketing

Question 18

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

Accepted Answer

A) positioning 
B) selling 
C) marketing management 
D) differentiation 
E) segmentation 
A) positioning 
B) selling 
C) marketing management 
D) differentiation 
E) segmentation

Question 19

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

Accepted Answer

A) set realistic customer expectations 
B) make selling unnecessary 
C) sell products 
D) create customer value 
E) identify customer demands 
A) set realistic customer expectations 
B) make selling unnecessary 
C) sell products 
D) create customer value 
E) identify customer demands

Question 20

You are a manufacturer of tents,sleeping bags,and outdoor cooking equipment.How might you go about creating brand experiences for your customers?

Accepted Answer

Such manufacturers should focu

Greater consumer control means that companies must rely more on marketing by _ than by .

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

Beyond simply retaining good customers,marketers want to constantly increase their "share of customer." What does this mean in marketing terms?

A potentially highly profitable,short- term customer is a .

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

Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to obtain profitable sales?

It is most accurate to say that customers buy from stores and firms that offer which of the following?

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

Think about suppliers and other marketing partners.A modern marketing system relies on profitable relationships all along the way.How might Walmart rely on its marketing partners in order to offer low prices?

Market offerings are limited to physical products.

A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a .

As part of the rapid globalization of today's economy,companies are selling more locally produced goods in international markets and .

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

The concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality,performance,and innovative features.

Briefly compare and contrast the concepts of needs,wants,and demands,giving an example of each.Discuss how these concepts relate to marketing practices.

Elisandra,a marketing manager at a regional chain restaurant,has decided to sponsor 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 .

Which of the following marketing management concepts is most likely to lead to marketing myopia?

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

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

You are a manufacturer of tents,sleeping bags,and outdoor cooking equipment.How might you go about creating brand experiences for your customers?

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-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 Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 1: Marketing: Creating and Capturing Customer Value

Greater consumer control means that companies must rely more on marketing by _ than by .

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

Beyond simply retaining good customers,marketers want to constantly increase their "share of customer." What does this mean in marketing terms?

A potentially highly profitable,short- term customer is a .

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

Which marketing orientation calls for aggressive promotional efforts and focuses on generating transactions to obtain profitable sales?

It is most accurate to say that customers buy from stores and firms that offer which of the following?

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

Think about suppliers and other marketing partners.A modern marketing system relies on profitable relationships all along the way.How might Walmart rely on its marketing partners in order to offer low prices?

Market offerings are limited to physical products.

A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of a .

As part of the rapid globalization of today's economy,companies are selling more locally produced goods in international markets and .

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

The concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality,performance,and innovative features.

Briefly compare and contrast the concepts of needs,wants,and demands,giving an example of each.Discuss how these concepts relate to marketing practices.

Elisandra,a marketing manager at a regional chain restaurant,has decided to sponsor 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 .

Which of the following marketing management concepts is most likely to lead to marketing myopia?

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

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

You are a manufacturer of tents,sleeping bags,and outdoor cooking equipment.How might you go about creating brand experiences for your customers?

Company and Marketing Strategy: Partnering to Build Customer Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-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 Strategies: Understanding and Capturing Customer Value

Additional Pricing Considerations

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters