Exam 1: Marketing: the Art and Science of Satisfying Customers

The buying function of marketing involves advertising, personal selling, and sales promotion in the attempt to match products and services to consumer needs.

Some Canadian drivers have decals of their college or university on their car windows. What type of marketing is this an example of?

When a firm contributes to environment protection and human welfare programs, which type of behaviour is it exhibiting?

What do we refer to when we discuss the revenues and intangible benefits accrued to the firm, minus the investment to attract and keep a customer?

Match each definition to the corresponding term. a.utility b.buzz marketing c.exchange process d.seller's market e.buyer's market f.marketing myopia g.social responsibility h.relationship marketing i.person marketing j.place marketing k.event marketing l.organization marketing m.interactive marketing n.lifetime value of a customer o.social marketing p.one-to-one marketing q.strategic alliances r.not-for-profit organizations s.ethics t.mobile marketing u.wholesalers v.transaction-based marketing -A(n) _____ occurs when buyers outnumber sellers or product supply.

You receive a flyer urging you to attend a rally for a local political candidate. You're asked to bring a can of food for the local food bank as the "price of admission." What two types of marketing is this a combination of?

Describe interactive marketing and social media. What are the advantages of interactive marketing and social marketing?

The relationship era builds on the marketing era's customer orientation by only focusing on maintaining relationships with customers.

What utility is NOT created when you purchase tickets to a Winnipeg Jets game over the Internet?

Compare the purchase of an AM/FM clock radio with the purchase of a satellite radio. Describe the creation of utility from the perspective of the manufacturer and marketer. Describe the utility relationship between the customer and the marketer.

Not-for-profit organizations have numerous organizational objectives other than profitability due to their diversity.

Marketing of sporting, cultural, and recreational activities to selected target markets is known as cause marketing.

When in marketing history did the production era end in North America?

Programs that improve customer service inside a company raise productivity and staff morale, resulting in better customer relationships outside the firm.

Which function of marketing involves advertising?

Which of the following would be an example of interactive marketing?

Define utility and discuss the four types of utility. Give examples of each, and explain which functional areas within an organization are responsible for each one.

Match each definition to the corresponding term. a.utility b.buzz marketing c.exchange process d.seller's market e.buyer's market f.marketing myopia g.social responsibility h.relationship marketing i.person marketing j.place marketing k.event marketing l.organization marketing m.interactive marketing n.lifetime value of a customer o.social marketing p.one-to-one marketing q.strategic alliances r.not-for-profit organizations s.ethics t.mobile marketing u.wholesalers v.transaction-based marketing -The _____ occurs when two or more parties exchange something of value.

Less than one-quarter of all major corporations offer ethics training to employees.

In the practice of relationship marketing, the definition of a customer is taken to another level. Which scenario best illustrates how a company practising relationship marketing is different from a traditional transaction-based marketer?