Exam 1: Creating Customer Value, Relationships, and Experiences Through Marketing

Your father is tired of conventional light beers, and wants something different. Coincidentally, a newly-opened micro-brewery has begun distributing a new organic light beer through local beer stores and liquor stores and it is only slightly more Expensive than conventional light beers. Which of the conditions needed for marketing to occur are described in this situation?

Figure 1-1 -In Figure 1-1, "B" represents a firm's partnerships with

A television advertisement shows several teenagers searching through a store drinks cooler for something to quench their thirst. The refrigerator offers the youngsters many alternatives - soft drinks, fruit drinks, sport drinks, and water. The ad, which shows the teens happily selecting a particular energy drink over all the other product offerings, appeals to the consumers' ________for liquid and attempts to shape consumers' ________ for the advertised product.

Japan has the highest concentration of vending machines anywhere in the world, ranging from hot food, to beer, to video games, to other electronics. It may be a safe assumption that having a focus on THIS element of the marketing mix is important to marketers in Japan.

Which era of business history does the following statement best describe? "We are in the business of satisfying needs and wants of consumers."

Organizational buyers are most accurately described as:

The four outside stakeholder groups that exert important direct influences on an organization consist of:

Which of the following companies is most likely to utilize interactive marketing?

Marketing refers to

Many who attend circuses particularly look forward to the performances that use lions, tigers, elephants, monkeys, and other animals and get a great deal of pleasure from watching these acts. There are also a lot of people who enjoy the other circus acts but feel strongly that these animals are being abused because they are forced to perform. This example indicates it is not always easy to act in accordance with the:

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 his points in 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. This is an example of:

United Way of Greater Toronto (UWGT), like many charities, is sitting on a gold mine of donor data. Locked up in its computer and paper files are records of millions of companies, groups, and individuals that have donated in past years. Also like most philanthropic organizations, UWGT was having a rough time using that information Efficiently. It could blanket past donors with generic mailings, but it could not offer its donors anything that would make people donate to it instead of other charities. Which of the following tools would be most useful for the non-profit organization to use?

To serve both buyers and sellers, marketing seeks to create value through:

Which of the following conditions must exist in order for marketing to occur?

Timothy is an employee at Wally's Sporting Goods. He is responsible for facilitating relationships, partnerships, and alliances with the organization's customers, its shareholders (or often representatives of groups served by a non-profit organization), its suppliers, and other organizations. Timothy likely works in which department?

Pete's Frootique (independent grocer in Halifax)has a piano player in the store, complimentary boxes of raisins, and even individual fresh-cut sunflowers. Because they want customers to have an enjoyable shopping experience, they are said to be engaged in:

Compare and contrast the purchase of a dinner bought from a caterer by an ultimate consumer versus an organizational buyer.

The activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large is referred to as ________.

According to Robert M. McMath, what are two things marketers can do to help new-product launches succeed? Give an example of each.

Two-way electronic communication between buyer and seller in which the buyer can control the kind and amount of information received from the seller is known as: