Question 1

Greater consumer control means that companies must rely more on marketing by ________ than by ________.

Accepted Answer

A)  interruption; involvement 
B)  attraction; intrusion 
C)  socialization; information 
D)  producing; selling 
E)  inspiration; competition 
A)  interruption; involvement 
B)  attraction; intrusion 
C)  socialization; information 
D)  producing; selling 
E)  inspiration; competition

Question 2

In building customer and partner relationships,companies must harness marketing technology,take advantage of global opportunities,and ensure that they act in __________________________________.

Accepted Answer

A)  an economically conscious way 
B)  a customer friendly way 
C)  a way that decreases energy usage 
D)  an ethical and socially responsible way 
E)  a way that quickly regains customer confidence 
A)  an economically conscious way 
B)  a customer friendly way 
C)  a way that decreases energy usage 
D)  an ethical and socially responsible way 
E)  a way that quickly regains customer confidence

Question 3

Today,the Internet links individuals and businesses of all types to one another and to information all around the world..

Accepted Answer

A) True 
 B)False

Question 4

Marie Ortiz enjoys her work at Futuristic Designs,Inc.Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands.Marie's firm practices ________ marketing.

Accepted Answer

A)  customer-driven 
B)  customer-driving 
C)  relationship 
D)  societal 
E)  social 
A)  customer-driven 
B)  customer-driving 
C)  relationship 
D)  societal 
E)  social

Question 5

It is most accurate to say that customers buy from stores and firms that offer which of the following?

Accepted Answer

A)  the highest value for the dollar 
B)  the highest customer-perceived value 
C)  the highest level of customer satisfaction 
D)  the most attractive company image 
E)  the most concern for society's interests 
A)  the highest value for the dollar 
B)  the highest customer-perceived value 
C)  the highest level of customer satisfaction 
D)  the most attractive company image 
E)  the most concern for society's interests

Question 6

When backed by buying power,needs become wants.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements about the Internet is most accurate?

Accepted Answer

A)  Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike. 
B)  After the dot-com meltdown of 2000, fewer consumers are buying products and services online. 
C)  The Internet makes it easy for consumers to view, interact with, and create marketing content. 
D)  Consumer e-commerce looks promising, but business-to-business e-commerce is declining. 
E)  Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did. 
A)  Companies are cautiously using the Internet to build closer relationships with customers and marketing partners alike. 
B)  After the dot-com meltdown of 2000, fewer consumers are buying products and services online. 
C)  The Internet makes it easy for consumers to view, interact with, and create marketing content. 
D)  Consumer e-commerce looks promising, but business-to-business e-commerce is declining. 
E)  Web 2.0 involves a less balanced approach to online marketing than the original dot-com boom did.

Question 8

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

Accepted Answer

A)  taking a local view of their industry 
B)  purchasing more supplies abroad 
C)  reducing competition within their industry 
D)  downplaying concerns for social responsibility 
E)  competing solely in traditional marketplaces 
A)  taking a local view of their industry 
B)  purchasing more supplies abroad 
C)  reducing competition within their industry 
D)  downplaying concerns for social responsibility 
E)  competing solely in traditional marketplaces

Question 9

Which of the following is currently growing at a healthy rate?

Accepted Answer

A)  consumer-generated marketing 
B)  online consumer buying 
C)  mass media marketing 
D)  societal marketing 
E)  word-of-mouth marketing 
A)  consumer-generated marketing 
B)  online consumer buying 
C)  mass media marketing 
D)  societal marketing 
E)  word-of-mouth marketing

Question 10

The societal marketing concept calls on marketers to balance consumer wants and desires,company profits,and society's interests.

Accepted Answer

A) True 
 B)False

Question 11

When an airline goes after a "share of travel" from its customers,it is attempting to increase ________.

Accepted Answer

A)  partner equity 
B)  share of customer 
C)  profit margins 
D)  customer-managed relationships 
E)  customer ownership 
A)  partner equity 
B)  share of customer 
C)  profit margins 
D)  customer-managed relationships 
E)  customer ownership

Question 12

Which customer question is answered by a company's value proposition?

Accepted Answer

A)  "Why should I buy your brand rather than a competitor's?" 
B)  "How does your brand benefit society?" 
C)  "What are the costs and benefits of your brand?" 
D)  "What kind of experience will I have with products and services associated with this brand?" 
E)  "What are the benefits of being a loyal consumer of your brand?" 
A)  "Why should I buy your brand rather than a competitor's?" 
B)  "How does your brand benefit society?" 
C)  "What are the costs and benefits of your brand?" 
D)  "What kind of experience will I have with products and services associated with this brand?" 
E)  "What are the benefits of being a loyal consumer of your brand?"

Question 13

Jolene's firm markets preplanning services for a mortician.She finds that most of her target market wants to avoid discussing their future funeral needs,and she must somehow first get their attention.Jolene's firm most likely practices the ________.

Accepted Answer

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

Question 14

________ is one of the best ways to increase share of customer.

Accepted Answer

A)  Targeting new customers 
B)  Using bait and switch 
C)  Cross-selling 
D)  Divesting 
E)  Partnership marketing 
A)  Targeting new customers 
B)  Using bait and switch 
C)  Cross-selling 
D)  Divesting 
E)  Partnership marketing

Question 15

Value has different meanings to and is perceived differently by different consumers.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following reflects the marketing concept philosophy?

Accepted Answer

A)  "We don't have a marketing department; we have a customer department." 
B)  "We're in the business of making and selling superior products." 
C)  "We build them so you can buy them." 
D)  "When it's profits versus customers' needs, profits will always win out." 
E)  "You won't find a better deal anywhere." 
A)  "We don't have a marketing department; we have a customer department." 
B)  "We're in the business of making and selling superior products." 
C)  "We build them so you can buy them." 
D)  "When it's profits versus customers' needs, profits will always win out." 
E)  "You won't find a better deal anywhere."

Question 17

Think about suppliers and other marketing partners.A modern marketing system relies on profitable relationships all along the way.How might Walmart rely on its marketing partners in order to offer low prices?

Accepted Answer

Walmart must rely on

Question 18

Of the following,which is the most important concept of modern marketing?

Accepted Answer

A)  customer relationship management 
B)  e-mail advertising 
C)  mass marketing 
D)  properly trained sales people 
E)  low prices 
A)  customer relationship management 
B)  e-mail advertising 
C)  mass marketing 
D)  properly trained sales people 
E)  low prices

Question 19

The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality,performance,and innovative features.

Accepted Answer

A)  product 
B)  production 
C)  customer 
D)  marketing 
E)  promotion 
A)  product 
B)  production 
C)  customer 
D)  marketing 
E)  promotion

Question 20

You are preparing a combination of products,services,information,and experiences to a market to satisfy needs and wants.What are you preparing?

Accepted Answer

A)  value proposition 
B)  demand satisfaction 
C)  tactical plan 
D)  marketing offer 
E)  strategy 
A)  value proposition 
B)  demand satisfaction 
C)  tactical plan 
D)  marketing offer 
E)  strategy

Greater consumer control means that companies must rely more on marketing by than by .

In building customer and partner relationships,companies must harness marketing technology,take advantage of global opportunities,and ensure that they act in __________________________________.

Today,the Internet links individuals and businesses of all types to one another and to information all around the world..

Marie Ortiz enjoys her work at Futuristic Designs,Inc.Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands.Marie's firm practices ________ marketing.

It is most accurate to say that customers buy from stores and firms that offer which of the following?

When backed by buying power,needs become wants.

Which of the following statements about the Internet is most accurate?

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

Which of the following is currently growing at a healthy rate?

The societal marketing concept calls on marketers to balance consumer wants and desires,company profits,and society's interests.

When an airline goes after a "share of travel" from its customers,it is attempting to increase ________.

Which customer question is answered by a company's value proposition?

Jolene's firm markets preplanning services for a mortician.She finds that most of her target market wants to avoid discussing their future funeral needs,and she must somehow first get their attention.Jolene's firm most likely practices the ________.

________ is one of the best ways to increase share of customer.

Value has different meanings to and is perceived differently by different consumers.

Which of the following reflects the marketing concept philosophy?

Think about suppliers and other marketing partners.A modern marketing system relies on profitable relationships all along the way.How might Walmart rely on its marketing partners in order to offer low prices?

Of the following,which is the most important concept of modern marketing?

The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality,performance,and innovative features.

You are preparing a combination of products,services,information,and experiences to a market to satisfy needs and wants.What are you preparing?

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Exam 1: Marketing: Managing Profitable Customer Relationships

Greater consumer control means that companies must rely more on marketing by ________ than by ________.

In building customer and partner relationships,companies must harness marketing technology,take advantage of global opportunities,and ensure that they act in __________________________________.

Today,the Internet links individuals and businesses of all types to one another and to information all around the world..

Marie Ortiz enjoys her work at Futuristic Designs,Inc.Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands.Marie's firm practices ________ marketing.

It is most accurate to say that customers buy from stores and firms that offer which of the following?

When backed by buying power,needs become wants.

Which of the following statements about the Internet is most accurate?

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

Which of the following is currently growing at a healthy rate?

The societal marketing concept calls on marketers to balance consumer wants and desires,company profits,and society's interests.

When an airline goes after a "share of travel" from its customers,it is attempting to increase ________.

Which customer question is answered by a company's value proposition?

Jolene's firm markets preplanning services for a mortician.She finds that most of her target market wants to avoid discussing their future funeral needs,and she must somehow first get their attention.Jolene's firm most likely practices the ________.

________ is one of the best ways to increase share of customer.

Value has different meanings to and is perceived differently by different consumers.

Which of the following reflects the marketing concept philosophy?

Think about suppliers and other marketing partners.A modern marketing system relies on profitable relationships all along the way.How might Walmart rely on its marketing partners in order to offer low prices?

Of the following,which is the most important concept of modern marketing?

The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality,performance,and innovative features.

You are preparing a combination of products,services,information,and experiences to a market to satisfy needs and wants.What are you preparing?

Company and Marketing Strategy: Partnering to Build

The Marketing Environment

Managing Marketing Information

Consumer Markets and Consumer Buyer Behavior

Business Markets and Business Buyer Behavior

Customer-Driven Marketing Strategy: Creating Value for Target Customers

Products,Services,and Brands: Building Customer Value

New Product Development and Product Life-Cycle Strategies

Pricing Products: Understanding and Capturing Customer Value

Pricing Products: Pricing Strategies

Marketing Channels: Delivering Customer Value

Retailing and Wholesaling

Communicating Customer Value: Integrated Marketing

Advertising and Public Relations

Personal Selling and Sales Promotion

Direct and Online Marketing: Building Direct Customer Relationships

Creating Competitive Advantage

The Global Marketplace

Sustainable Marketing: Social Responsibility and Ethics

Filters

Greater consumer control means that companies must rely more on marketing by than by .