Exam 1: An Overview of Marketing

Marketing is important to business,so marketing should be part of the job of everyone in the organization,not just those in marketing.

An exchange cannot take place unless each party in the exchange has something that the other party values.

The Girl Scouts have been selling cookies for a century and have that "long-term,mutually rewarding relationship" with America's sweet tooth.So why have their sales been lagging in the last decade?

Which of the following might have helped Nestlé's Facebook monitor prevent a public relations disaster and a damaging boycott?

All of the following are good reasons to study marketing EXCEPT:

Which of the following would be considered a stakeholder of Southwest Airlines?

Market-oriented firms primarily focus their efforts upon:

At www.mystarbucksidea.com,customers are encouraged to share their ideas and thoughts about how Starbucks can better serve its customers.Starbucks customers told management that they wanted to be recognized for choosing Starbucks coffee.So Starbucks instituted the My Starbucks Reward program with money-saving benefits to their Starbuck cardholders.Starbucks is an example of a company with a _____-oriented philosophy.

Explain the marketing concept and market orientation.What three requirements are included in the marketing concept?

What is customer value? What are the six ways marketers can make sure customers perceive their companies/products as sources of value?

Refer to Harley-Davidson.The company mission statement indicates that which marketing management philosophy is embraced by this company?

List the three advantages of defining the company's business in terms of the benefits customers seek instead of in terms of goods and services.

Telekom's Kundiologie (literally,"customerology")program is intended to improve __________ as well as customer service.

Customer value is the relationship between company profits and company costs.

Which of the following occurs when people give up something in order to receive something they would rather have?

A business is concerned with many day-to-day activities.Some of the most important of these activities are the planning and development of a product,its ability to communicate value,its pricing policy,and the distribution strategy.These activities are all a part of:

Circuses As recently as 20 years ago,circuses came to town with tents,animals,clowns,and other performers.An advance man arrived about two weeks before the circus actually arrived,covered the community with posters,and gave out free tickets to schoolchildren.If the advance man had done a good job,when the circus arrived and opened its tent doors,300 to 600 people would fill its seats.When the largest circus organizations merged,the newly formed Ringling Bros.and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance,however,has stagnated in recent years.People have stopped going to the circus because they miss the circus tent and the intimate atmosphere it created.The newest trend in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago.Antique circus wagons,calliope music,and cotton candy are replacing the exotic animals and the prima donna performers.To satisfy the needs of this new audience,the tent circus now sells lattes and wine. -Refer to Circuses.The aggressive promotions used by advance men indicate that decades ago the circuses probably had a _____ orientation.

For an exchange to take place:

The American Marketing Association's definition of marketing:

Which marketing management philosophy focuses on the question,"How can we sell more aggressively?"