Exam 1: Creating Customer Relationships and Value Through Marketing

The United Way of Greater Toronto (UWGT), like many charities, was sitting on a gold mine of donor data. Unfortunately, UWGT was not certain how to use that information to its greatest advantage. UWGT could blanket past donors with generic mailings, but it could not offer donors information that would convince them to donate to UWGT over other charities. Which of the following tools would be most useful for the nonprofit organization to use?

All of the following are true about marketing except

Entities such as manufacturers, retailers, and government agencies that buy goods and services for their own use or for resale are referred to as

All of the following are departments within a typical organization except

The marketing concept refers to

In China, many people are removing their money from the state banks and lending it out themselves. The interest rate earned in a state bank account is about one-half the rate of inflation. On the other hand, lending money to friends, relatives, and even unrelated entrepreneurs can often earn the investor a rate at least double the inflation rate. The gray market, an underground network of investors and private businesses, moves the cash from lenders to businesses. Did marketing occur here? Explain your answer.

John receives a coupon on his iPhone advising him about the location of a Domino's Pizza store.

Relationship marketing refers to

A want is a ____ that is shaped by a person's knowledge, culture, and personality.

A farmhand would like to buy a moped scooter to commute to his job at a nearby ranch. He doesn't know how to find a dealer though, and doesn't have Internet access. Which of the following reasons explain why marketing fails to occur here?

Which of the following statements best describes a service?

What are the primary differences between an ultimate consumer and an organizational buyer? Select one product and explain the differences in either its use or purchase, depending on whether it was purchased by an ultimate consumer or an organizational buyer.

Marketing discovers consumer needs by

Why do some marketers feel that environmental forces are not entirely outside their influence?

The marketing manager's controllable factors-product, price, promotion, and place-that can be used to solve a marketing problem are referred to as

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. The marketing term that best describes this scenario is

The place strategy in 3M's marketing program made it convenient for __________ to buy Post-it Flag Highlighters and Post-it Flag Pens.

Which of the following statements best distinguishes between consumer needs and wants?

A customer value proposition is

One or more specific groups of potential consumers toward which an organization directs its marketing program is referred to as a