Exam 1: Marketing: Managing Profitable Customer Relationships

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

Greg Williams now has the buying power to purchase the computer system he has wanted for the last six months.Greg's want now has become a(n)________.

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

The marketing team at Bead Beautiful,a line of jewelry targeted at preteen girls,is meeting to formulate the products' value proposition.What should team members consider as they define a value proposition for Bead Beautiful?

In today's world,marketing should be done by ________ employees in an organization.

The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________.

FedEx offers its customers fast and reliable package delivery.When FedEx customers weigh these benefits against the monetary cost of using FedEx along with any other costs of using the service,they are acting upon ________.

Marketing has also become a major part of the strategies of many _____________ organizations,such as colleges,hospitals,museums,zoos,symphony orchestras,and even churches.

When backed by buying power,wants become ________.

________ is defined as is the process by which companies create value for customers and build strong customer relationships to capture value from customers in return.

In 1950s Singapore,Rahmat sold curry puffs while shouting to passers-by,"Epok-epok!" Was Rahmat taking an outside-in or inside-out approach? Explain.

Partner relationship management focuses on working with ________ to bring more value to customers.

Consumer-generated marketing has yet to have much impact as a marketing force.

Customer-driven marketing usually works well when ________ and when customers ________.

Which of the following marketing management concepts is most likely to lead to marketing myopia?

Compare the selling and marketing concepts,listing the key components of each philosophy.

The production concept and product concept are orientations that are more likely to lead to marketing myopia than the marketing concept and the societal marketing concept are.

The key to delivering customer satisfaction is to match ________ with ________.

Which of the following has contributed to the deeper,more interactive nature of today's customer relationships?

Refer to the scenario below to answer the following questions. Tan Peng Kia, owner of Seabird Terrace, watched his investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Overlooking the Terengganu coast, Seabird Terrace had attracted thousands of visits in some months, but then faced a tremendous downturn in business during the monsoon season. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to towns," Tan said, "I couldn't understand why seasonality had to hit Seabird Terrace so hard!" So Tan spent his time devising a new marketing plan. He put together a promotional package designed to attract business travelers year-round. Tan's plan, then, involved a seasonal large-scale selling and promotion effort -to be implemented from March to July -that would attract the usual crowd. His idea worked! During the monsoon season, Tan greeted numerous business travelers-both satisfied repeat guests as well as new guests who had been snagged by his promotional appeals. "We still have a long way to go," Tan admitted. "Our restaurant offers delicious local foods, 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." Tan then added, "Actually, there are so many possibilities!" -Tan Peng Kia's use of a "large-scale selling and promotion effort" is an example of the ________ concept.