Exam 1: Creating Customer Relationships and Value Through Marketing

Add your own personal experience and creativity to what you have learned about marketing. Formulate a plan to 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 factor that might doom a product in the marketplace is referred to as

The element of the marketing mix that describes a good, service, or idea to satisfy consumers' needs is known as

Market segments refer to

The 3M Post-it® Flag Highlighter and Pen marketing programs described in the text were designed for what primary objective?

To avoid new-product failure, new-product expert Robert M. McMath suggests

A local college of business offers an outstanding graduate business school education program. Marissa 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?

According to the textbook, Target has been successful by offering consumers the best

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?

To serve both buyers and sellers, marketing seeks to ________ and satisfy the needs and wants of prospective customers.

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

Innovators at 3M developed Scotchbrite Greener Clean scrub sponges made from agave leaves. Customers appreciate this superior product (they don't rust or scratch) and like the fact that their purchase is environmentally responsible, making this an example of

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

American Express cardholders have access to early presales for Rihanna concert tickets in many cities. What utility does American Express offer in this instance?

Effective marketing benefits society because it

A need refers to

Which of the following statements best describes a good?

Lou has a medical condition that interferes with restful sleep. Though he has been to the doctor frequently about the issue, no treatments or medications are available that would be helpful to him. Here, no marketing occurs because

Concerns about privacy might have been a reason for lackluster sales of which of these products?

Goods, services, and ideas all can be marketed. Define goods, services, and ideas and give at least one example of each.