Exam 1: Marketing: Managing Profitable Customer Relationships

The difference between human needs and wants is that needs are not influenced by marketers.

Which marketing orientation holds that firms must strive to deliver value to customers in a way that maintains or improves the consumer's and society's well-being?

In a short essay,discuss the challenges and advantages of new communication technologies for marketers as they work to build relationships with their customers.

Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers?

You have just taken a new position in an organization and you're learning about the job functions of your new colleagues.You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships.Your marketing manager frequently speaks about the need to acquire,keep,and grow customers.Your manager is concerned with which one of the following?

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

Consumer research,product development,communication,distribution,pricing,and service are all core ________ activities.

Some fast-food restaurants offer tasty and convenient food at affordable prices,but in doing so they contribute to a national obesity epidemic and environmental problems.These fast-food restaurants overlook the ________ philosophy.

Lenovo dominates the highly competitive,price-sensitive Chinese PC market through low labor costs,high production efficiency,and mass distribution.This reflects the ________ concept.

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

A(n)________ is the set of actual and potential buyers of a product.

Railroads were once operated based on the thinking that users wanted trains rather than transportation,overlooking the challenge of other modes of transportation.This reflects the ________ concept.

Which marketing orientation holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?

Which of the following strategies would a company most likely use to increase customer satisfaction?

Fast Food,Inc.views marketing as the science and art of finding,retaining,and growing profitable customers by providing them with the food they want.Fast Food,Inc.practices societal marketing.

In which of the following situations has a company most actively embraced customer-managed relationships?

According to the authors of your text,the ________ concept is a "sense and respond" philosophy rather than a "make and sell" philosophy.

Company X carries organizational and office supplies and follows the selling concept.Explain how Company X may lose sight of customer relationships with their marketing orientation.

What should sellers consider if they wish to avoid marketing myopia?

Lexus estimates that a single satisfied and loyal customer is worth $600,000 in lifetime sales.Lexus' concern is an illustration of which of the following?