Exam 1: Defining Marketing for the 21st Century

Walt Disney's Magic Kingdom represents ________ marketing: Customers visit a fairy kingdom,a pirate ship,or a haunted house.

Services constitute the bulk of most countries' production and marketing effort.

"Friends Don't Let Friends Drive Drunk," is an example of marketing an experience to an interested audience.

A ________ is someone seeking a response (attention,a purchase,a vote,a donation)from another party,called the ________.

________ actively work to build a strong,favorable,and unique image in the minds of their target publics.

Mohan Sawhney has proposed the concept of ________ to describe a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.

The ________ concept holds that consumers will favor those products that offer the most quality,performance,or innovative features.

Increasingly,a key goal of marketing is to develop deep,enduring relationships with all people or organizations that could directly or indirectly affect the success of the firm's marketing activities.Relationship marketing has the aim of building mutually satisfying long-term relations with key parties-customers,suppliers,distributors,and other marketing partners-in order to earn and retain their business. Discuss the merits of relationship marketing.Describe in detail a company who is in business today that models relationship marketing.

If marketers are characterized as "gardening" rather than "hunting," the ________ is most likely to be the concept the marketers are following.

Several scholars have found that companies who embrace the marketing concept achieve superior performance.This was first demonstrated for companies practicing a ________-understanding and meeting customers' expressed needs.

The marketing concept is one of the oldest concepts in business.

Assume that you have been given the task of assisting a company in designing its marketing planning process.What components should be in such a process? Be specific in your answer.

From a buyer's point of view,each marketing tool is designed to deliver a customer benefit.The SIVA customer-centric breakdown of marketing activities includes ________.

To understand what is happening inside and outside the company,the company needs a reliable marketing information system.

The marketplace isn't what it used to be.List and briefly discuss what new behaviors,new opportunities,and new challenges await the marketer in the 21st century.

Julia hates smoking and is willing to pay an extra tax just to help eliminate smoking in her city.She is exhibiting ________ with respect to smoking.

One of the key themes of integrated marketing is that there are very few marketing activities that can effectively communicate and deliver value.

The ________ process consists of analyzing marketing opportunities,selecting target markets,designing marketing strategies,developing marketing programs,and managing the marketing effort.

The selling concept is based on the development,design,and implementation of marketing programs,processes,and activities that recognizes their breadth and interdependencies.

When a marketer makes decisions involving channels,assortments,locations,and transportation,the marketer is making what are called place decisions.