Exam 1: Creating Customer Relationships and Value Through Marketing

A local college of business offers an outstanding graduate business school education program. Maria pays the tuition to attend and earns her MBA with a concentration in marketing management. Upon graduating, she is offered a high-paying, fulfilling position. Was this a marketing exchange?

The element of the marketing mix demonstrated when an art gallery suggests a $2 donation at the door is

The value to consumers that comes from the production of a product or service constitutes ________ utility.

Dick's Sporting Goods carries baseballs year-round. The same is true for footballs and tennis equipment. With this strategy, Dick's Sporting Goods offers __________ utility for these products.

All of the following are points of difference for Chobani yogurt except which?

Which of these is an example of time utility?

Twitter is a social networking service, enabling its users to send and read other users' messages or conversations called tweets, which are short, text-based posts, or tweets, displayed on the user's profile page. Connected to each tweet is a rich details pane that provides additional information, deeper context, and embedded media. Companies are using Twitter as a tool in their relationship marketing programs. In what ways can Twitter be used to benefit both the customer and the organization?

Add your own personal experience and creativity to what you have learned about marketing. What are some ways you might assess the needs of either (1) students who have too many textbooks to carry to and from class or (2) executives who are too busy to keep up with the latest information in their field?

A business traveler joined the Starwood Preferred Guest Program in order to earn points each time he stayed overnight in a Westin or Sheraton hotel. Once he has accumulated enough points, he can trade in his points for a free night's stay. As a member of this program, the traveler receives periodic updates on new hotels and learns of ways to earn additional points. The marketing term that best describes this scenario is

The unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and before- and after-sale service at a specific price is called

The ________ concept means that an organization strives to satisfy consumer needs while achieving its goals.

From its inception, where did Chobani want to place its yogurt?

At the BMW website, BMW.com, you can design your own BMW with the exact features you desire. If you choose to use this method to purchase a car, what type of utility(ies) has(have) been created?

A local candidate running for office would very much like to have your vote. She promises that she will "make the country better." Because all candidates for public office say this, you doubt you'll see real results and decide not to vote for her. Marketing will not occur in this situation because

All of the following are examples of ideas that can be marketed except which?

Studies of new product launches indicate that about __________ percent of the products fail.

The benefits or customer value received by users of a product is called

One difference between "Greek" yogurt and "American" yogurt is that the latter

The best description of the market for cosmetic dentistry, where costs can be as much as $15,000 for teeth straightening and whitening, is

After an assessment of needs, a marketing manager must translate ideas from consumers into concepts for products that a firm may develop. The concepts must then be converted into a tangible