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Exam 1: Marketing: Creating Customer Value and Engagement

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Question 61

Multiple Choice

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Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?

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

F) A) and E)
G) B) and D)

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Question 62

Multiple Choice

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The set of marketing tools a firm uses to implement its marketing strategy is called the ________.

A) promotion mix
B) product mix
C) marketing mix
D) market offering
E) marketing effort

F) C) and E)
G) A) and C)

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Question 63

Multiple Choice

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"Losing a customer once means losing the entire stream of possible purchases that the customer would make over an extended period of patronage." This statement specifically indicates loss in terms of ________.

When are sellers most effective?

Which of the following statements is true of the production concept?

The marketing concept takes a(n) ________. It starts with a well-defined market, focuses on customer needs, and integrates all the marketing activities that affect customers.

Briefly explain the societal marketing concept. Give an example of an organization that has effectively used the societal marketing concept.

A gym equipment manufacturer encourages customers to become members of the firm's Web site. Membership provides customers with exercise tips as well as discounts on gym equipment and workout apparel. This is an example of ________.

Which of the following statements reflects the marketing concept?

A ________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.

Building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is called ________.

Kao Corp., a deodorant manufacturer, invited teenage girls to make an ad that would encourage other girls to buy the product. This program is an example of ________.

Explain why electronics and pharmaceuticals manufacturers use customer-driving marketing.

Large-scale marketing approaches that foster two-way customer relationships are made possible by new communication technologies.

As part of the rapid globalization of today's economy, companies are selling more domestically produced goods in international markets and ________.

Refer to the scenario below to answer the following question(s) . Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a cliff overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during summer, but then faced a tremendous downturn in business during winter. "But, given the established industries in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!" So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan also involved a seasonal promotional gimmick-to be implemented from early winter to late spring-that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals. "We still have a long way to go," Carol admitted. "Our delicatessen offers entrees that are a part of the local cuisine, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities. With an indoor pool area, I will eventually offer weekend getaways throughout winter." -Seagull Terrace offers its customers good accommodations, local delicacies, and amazing seaside views. The overall experience provided at the motel is a part of its ________.

Explain why the aim of customer relationship management is to create not just customer satisfaction, but also customer delight.

Greater consumer control means that companies can no longer rely on ________.

Explain what marketers can expect from individuals in the customer relationship group classified as "butterflies."

A room upgrade offered by a hotel to a guest who often stays in the hotel is an example of ________.