Exam 1: Creating Customer Relationships and Value Through Marketing

In 1952, General Electric's annual report stated, "The concept introduces...marketing...at the beginning rather than the end of the production cycle and integrates marketing into each phase of the business." This is a brief statement of what has come to be known as the

The marketing mix elements are called __________ because they are the responsibility of the marketing department in an organization.

Which statement about environmental forces is most accurate?

On what does an organization with a market orientation focus?

The Apple iPhone is rated by Consumer Reports as being one of the best smartphones in the industry. Define customer value. In what ways do you think the Apple iPhone provides value for its customers?

Conducting marketing research is an excellent way to address the first objective in marketing, which is to discover consumers'

In marketing, each ________ consists of people who are relatively similar to each other in terms of their consumption behavior.

TUMI brand briefcases are very expensive, high-end briefcases that are generally sold in specialty luggage shops. Which group of people would be the most likely target market for TUMI briefcases?

Imagine a confectionary company has introduced a new nutty candy bar during the 1930s (the sales era in U.S. business history). Which statement would you most likely expect management to make if sales of this new candy bar were much lower than expected?

All of the following are departments within a typical organization except which?

The ________ department of an organization is responsible for facilitating relationships, partnerships, and alliances with the organization's customers, shareholders, suppliers, and other organizations.

All of the following constitute the four Ps of the marketing mix except which?

Assume you are a salesperson for a direct marketing firm that does in-home jewelry parties. If most of your hosts or hostesses hold only one party a year, what strategies could you use to build strong customer relationships? If you are creating your own business for this example, make sure to describe your product(s) in your introductory sentence.

Figure 1-5 - In Figure 1-5 above, "B" represents which era in U.S. business history?

Which person is the best example of an organizational buyer?

Figure 1-5 -In Figure 1-5 above, "C" represents which era in U.S. business history?

Which answer reflects (in this order) a good, a service, and an idea that can be marketed?

Those who have flown on Singapore Air have experienced firsthand the great food that is served during the flight, the friendliness of the flight attendants, and the comfortable seating. Singapore Air creates customer value by providing its customers with

What are the primary differences between an ultimate consumer and an organizational buyer? Select one product and explain the differences in either its use or purchase, depending on whether it was purchased by an ultimate consumer or an organizational buyer.

Why are you, as a student, already somewhat of a marketing expert before taking this course? Provide a specific example from your own personal experience and relate it to something you just "formally" learned about marketing.