Exam 1: Marketing: The Art and Science of Satisfying Customers

Interactive marketing refers to buyer-seller communication in which the customer controls the amount and type of information received from a marketer.

As an official sponsor of the Olympics,the Coca-Cola Company engages in _____ marketing.

The _____ occurs when two or more parties exchange something of value.

The advent of a strong buyer's market created the need for consumer orientation by businesses.

In relationship marketing,employees serve customers within an organization as well as outside it.

Production and marketing of goods and services are two basic functions that create utility.

Assume you want to increase the number of customers by applying the marketing concept.Which of the following strategies would be most consistent with this approach?

The revenues and intangible benefits accrued to the firm,minus the investment to attract and keep a customer is known as the:

Which of the following holds true when not-for-profit organizations are compared with for-profit organizations?

The financing function of marketing involves:

Which of the following is a facilitating function of marketing?

The marketing era is the successive historical outcome of the production era.

An example of interactive marketing would be:

The marketing concept focuses on the objective of achieving short-term profits instead of long-run success during tough economic times.

Give a brief description of strategic alliances and business partnerships.

Which of the following holds true regarding relationship marketing?

Promotional events designed to attract visitors to a particular area or to improve the image of a city,state,or nation would be examples of event marketing.

Wesley Pvt.Ltd.,can avoid marketing myopia by finding innovative ways to reach new markets with existing goods and services.

List the four eras in marketing history in chronological order.Briefly describe the philosophy behind each era.

For-profit organizations tend to focus more on their customers than not-for-profits do.