Question 1

Why do companies generally divide a market into segments of customers?

Accepted Answer

A company decides whom it will serve by

Question 2

Discuss the opportunities and challenges that new communication technologies have created for marketers.

Accepted Answer

Through the Internet and related technol

Question 3

A brand's value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following marketing tools is NOT used for digital and social media marketing?

Accepted Answer

A)  websites 
B)  mobile ads and apps 
C)  social media 
D)  telemarketing 
E)  online video 
A)  websites 
B)  mobile ads and apps 
C)  social media 
D)  telemarketing 
E)  online video

Question 5

Management guru Peter Drucker stated, "The aim of marketing is to make selling unnecessary."

Accepted Answer

A) True 
 B)False

Question 6

Today, almost every company, large or small, is touched in some way by global competition.

Accepted Answer

A) True 
 B)False

Question 7

Customer-perceived value is defined as a customer's evaluation of the perceived difference between all the benefits and all the costs of a market offering relative to those of competing offers.

Accepted Answer

A) True 
 B)False

Question 8

refers to the portion of the customer's purchase that a company gets in its product categories.

Accepted Answer

A)  Brand equity 
B)  Value proposition 
C)  Customer equity 
D)  Share of customer 
E)  Customer lifetime value 
A)  Brand equity 
B)  Value proposition 
C)  Customer equity 
D)  Share of customer 
E)  Customer lifetime value

Question 9

Which of the following is a difference between the marketing concept and the selling concept?

Accepted Answer

A)  The marketing concept focuses on customer conquest, whereas the selling concept focuses on targeting the right customers. 
B)  The marketing concept focuses on short-term sales, whereas the selling concept strives to build long-term customer relationships. 
C)  The marketing concept focuses on customer needs, whereas the selling concept focuses on existing products. 
D)  The marketing concept takes an inside-out perspective, whereas the selling concept takes an outside-in perspective. 
E)  The marketing concept is product-centered, whereas the selling concept is production-centered. 
A)  The marketing concept focuses on customer conquest, whereas the selling concept focuses on targeting the right customers. 
B)  The marketing concept focuses on short-term sales, whereas the selling concept strives to build long-term customer relationships. 
C)  The marketing concept focuses on customer needs, whereas the selling concept focuses on existing products. 
D)  The marketing concept takes an inside-out perspective, whereas the selling concept takes an outside-in perspective. 
E)  The marketing concept is product-centered, whereas the selling concept is production-centered.

Question 10

Product, price, place, and promotion make up the elements of a firm's marketing mix.

Accepted Answer

A) True 
 B)False

Question 11

Customers who are classified as true believers _.

Accepted Answer

A)  tell others about their good experiences with a company 
B)  are projected to be less loyal to any brand 
C)  are attracted to a company's competitor's deals and offers 
D)  are not very profitable for a company 
E)  have needs and wants that do not fit a company's offerings 
A)  tell others about their good experiences with a company 
B)  are projected to be less loyal to any brand 
C)  are attracted to a company's competitor's deals and offers 
D)  are not very profitable for a company 
E)  have needs and wants that do not fit a company's offerings

Question 12

Consumers' needs and wants are fulfilled through .

Accepted Answer

A)  ideas 
B)  value 
C)  demand 
D)  desire 
E)  market offerings 
A)  ideas 
B)  value 
C)  demand 
D)  desire 
E)  market offerings

Question 13

Carla, a team leader in charge of customer relationship management, is planning strategies to improve the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong?

Accepted Answer

A)  true friends 
B)  strangers 
C)  barnacles 
D)  innovators 
E)  butterflies 
A)  true friends 
B)  strangers 
C)  barnacles 
D)  innovators 
E)  butterflies

Question 14

Briefly explain the societal marketing concept.

Accepted Answer

The societal marketing concept questions

Question 15

are the form human needs take as they are shaped by culture and individual personality.

Accepted Answer

A)  Services 
B)  Risks 
C)  Necessities 
D)  Wants 
E)  Benefits 
A)  Services 
B)  Risks 
C)  Necessities 
D)  Wants 
E)  Benefits

Question 16

Market offerings are limited to physical products.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following marketing management orientations may yield the unintended consequence of aggressive selling by creating short term sales transactions rather than on building long-term relationships?

Accepted Answer

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

Question 18

In which of the following customer relationship groups do organizations generally avoid investing?

Accepted Answer

A)  barnacles 
B)  true friends 
C)  strangers 
D)  butterflies 
E)  true believers 
A)  barnacles 
B)  true friends 
C)  strangers 
D)  butterflies 
E)  true believers

Question 19

Amazon, like many other successful companies, is driven by one primary objective, namely .

Accepted Answer

A)  acquiring market share from industry leader, Walmart. 
B)  value creation for the customers. 
C)  fast and reliable delivery. 
D)  acquiring companies in order to add to its many product offerings. 
E)  providing shareholders with healthy returns on their investments. 
A)  acquiring market share from industry leader, Walmart. 
B)  value creation for the customers. 
C)  fast and reliable delivery. 
D)  acquiring companies in order to add to its many product offerings. 
E)  providing shareholders with healthy returns on their investments.

Question 20

Explain how the Internet has transformed the way in which we do business today.

Accepted Answer

The Internet links individuals and busin

Why do companies generally divide a market into segments of customers?

Discuss the opportunities and challenges that new communication technologies have created for marketers.

A brand's value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs.

Which of the following marketing tools is NOT used for digital and social media marketing?

Management guru Peter Drucker stated, "The aim of marketing is to make selling unnecessary."

Today, almost every company, large or small, is touched in some way by global competition.

Customer-perceived value is defined as a customer's evaluation of the perceived difference between all the benefits and all the costs of a market offering relative to those of competing offers.

refers to the portion of the customer's purchase that a company gets in its product categories.

Which of the following is a difference between the marketing concept and the selling concept?

Product, price, place, and promotion make up the elements of a firm's marketing mix.

Customers who are classified as true believers _.

Consumers' needs and wants are fulfilled through .

Briefly explain the societal marketing concept.

are the form human needs take as they are shaped by culture and individual personality.

Market offerings are limited to physical products.

Which of the following marketing management orientations may yield the unintended consequence of aggressive selling by creating short term sales transactions rather than on building long-term relationships?

In which of the following customer relationship groups do organizations generally avoid investing?

Amazon, like many other successful companies, is driven by one primary objective, namely .

Explain how the Internet has transformed the way in which we do business today.

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-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: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 1: Marketing: Creating Customer Value and Engagement

Why do companies generally divide a market into segments of customers?

Discuss the opportunities and challenges that new communication technologies have created for marketers.

A brand's value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs.

Which of the following marketing tools is NOT used for digital and social media marketing?

Management guru Peter Drucker stated, "The aim of marketing is to make selling unnecessary."

Today, almost every company, large or small, is touched in some way by global competition.

Customer-perceived value is defined as a customer's evaluation of the perceived difference between all the benefits and all the costs of a market offering relative to those of competing offers.

refers to the portion of the customer's purchase that a company gets in its product categories.

Which of the following is a difference between the marketing concept and the selling concept?

Product, price, place, and promotion make up the elements of a firm's marketing mix.

Customers who are classified as true believers _.

Consumers' needs and wants are fulfilled through .

Briefly explain the societal marketing concept.

are the form human needs take as they are shaped by culture and individual personality.

Market offerings are limited to physical products.

Which of the following marketing management orientations may yield the unintended consequence of aggressive selling by creating short term sales transactions rather than on building long-term relationships?

In which of the following customer relationship groups do organizations generally avoid investing?

Amazon, like many other successful companies, is driven by one primary objective, namely .

Explain how the Internet has transformed the way in which we do business today.

Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships

Analyzing the Marketing Environment

Managing Marketing Information to Gain Customer Insights

Understanding Consumer and Business Buyer Behaviour

Customer Value-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: Understanding and Capturing Customer Value

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Engaging Consumers and Communicating Customer Value: Advertising and Public Relations

Personal Selling and Sales Promotion

Direct, Online, Social Media, and Mobile Marketing

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters