Exam 11: Customer-Driven Marketing

Which era in marketing history is characterized by the notion that a good product will sell itself?

ABC University offers its alumni a special Visa card with the university's logo printed on the front.Each time the cardholder uses the card,the university receives a small percentage of the amount charged.This is an example of

A Lenovo laptop with an i5 processor would be an example of

Data collected for the first time through observation or surveys is

The application of marketing strategies helps not-for-profit organizations _____.

Primary data refer to data collected firsthand through such methods as observation and surveys.

A convenience store offers _____ utility by being open 24 hours each day.

Amazon.com keeps track of goods its customers have ordered.When a returning customer logs onto Amazon.com,the site creates a list of recommendations based on the customer's purchasing history.Amazon is segmenting the market by

Relationship marketing,as its ultimate goal,seeks to achieve customer satisfaction.

A buyer's market is one characterized by a shortage of goods and services.

Approximately how much more does it cost to attract one new customer than to keep an existing one?

Personal factors that influence consumer behavior include individual needs and motives,perceptions,attitudes,learned experiences,and self-concept.

Which utility is created by making a product available in a location convenient for customers to purchase?

Ownership utility is also called possession utility.

Pricing strategy decisions include package design,brand names,trademarks,and product image.

The Internet is considered an indirect method for connecting with customers.

Companies use _____ to fit the needs and preferences of a specific target market by combining product,distribution,promotion,and pricing strategies.

Isabella has initiated a project to establish a company website for interactive electronic commerce that encourages customers to provide the company with information on their purchase decision factors,post-purchase evaluations,lifestyles,and future expectations for service.Isabella plans to use the Internet for

The era in marketing history characterized by the notion that the consumer is king is known as the ________ era.

As long as one party offers something of value,perceived needs are met in the exchange process.