Exam 1: An Overview of Marketing

Harley-Davidson The First Starbucks opened in 1970 in Seattle Washington.The demand for its coffee grew and Starbucks added more than 6,000 stores located in over 30 countries.In its more than 30 year history,Starbucks has never given out coupons for its coffee.Starbucks had only to make its coffee and customers came.Recently consumer quality perception of the Starbucks brand has started to fall.Starbucks started a consumer-response blog to learn more about what consumers expect from Starbucks.One of the most requests was for a customer rewards program.In response Starbucks has started the My Starbucks Rewards,which offers free refills on brewed coffee,free beverage with whole bean purchase,beverage customization and free Wi-Fi.Starbucks also put coupons in a national newspaper for those consumers who love coupons and created a new brew of coffee for those who prefer a milder coffee taste.Starbucks is hoping with these improvements will restore customers' loyalty and confidence. -Refer to Starbucks.Starbucks customers wanted more value from their coffee.Starbucks management responded to customers through the Starbucks card rewards program.Which element of value was Starbucks management working to increase?

Every cup of Dannon Yogurt contains a letter under the lid seal.Customers who collect lids and spell certain words win a prize if they send the letters and the official order form back to Dannon.Within 90 days,these customers will receive the prize of their choice.A(n)_____ will occur when a customer mails in his or her lid seals for a prize.

Harley-Davidson The First Starbucks opened in 1970 in Seattle Washington.The demand for its coffee grew and Starbucks added more than 6,000 stores located in over 30 countries.In its more than 30 year history,Starbucks has never given out coupons for its coffee.Starbucks had only to make its coffee and customers came.Recently consumer quality perception of the Starbucks brand has started to fall.Starbucks started a consumer-response blog to learn more about what consumers expect from Starbucks.One of the most requests was for a customer rewards program.In response Starbucks has started the My Starbucks Rewards,which offers free refills on brewed coffee,free beverage with whole bean purchase,beverage customization and free Wi-Fi.Starbucks also put coupons in a national newspaper for those consumers who love coupons and created a new brew of coffee for those who prefer a milder coffee taste.Starbucks is hoping with these improvements will restore customers' loyalty and confidence. -Refer to Starbucks.The creation of a consumer-response blog is an example of _____.

Explain the societal marketing orientation,and give an example of a company implementing this orientation.

Career opportunities in marketing exist only in for-profit organizations.

Jewelry stores want to provide their customers with the highest quality of diamonds available at the lowest possible prices.Unfortunately,the lowest priced diamonds these days are sold by African rebels who use the profits to engage in genocide.Human rights organization have asked jewelers to buy diamonds that are "conflict-free"-that is from South Africa,Australia,or Canada.LeeBrant is one retail jewelry store that sells only diamonds that are certified to be from these countries.LeeBrant is exhibiting which marketing management orientation?

According to the American Marketing Association,marketing is the activity,set of institutions,and processes for creating,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large.

Most successful relationship marketing strategies depend on:

List the three advantages of defining the company's business in terms of the benefits customers seek instead of in terms of goods and services.

Harley-Davidson The First Starbucks opened in 1970 in Seattle Washington.The demand for its coffee grew and Starbucks added more than 6,000 stores located in over 30 countries.In its more than 30 year history,Starbucks has never given out coupons for its coffee.Starbucks had only to make its coffee and customers came.Recently consumer quality perception of the Starbucks brand has started to fall.Starbucks started a consumer-response blog to learn more about what consumers expect from Starbucks.One of the most requests was for a customer rewards program.In response Starbucks has started the My Starbucks Rewards,which offers free refills on brewed coffee,free beverage with whole bean purchase,beverage customization and free Wi-Fi.Starbucks also put coupons in a national newspaper for those consumers who love coupons and created a new brew of coffee for those who prefer a milder coffee taste.Starbucks is hoping with these improvements will restore customers' loyalty and confidence. -Refer to Starbucks.The fact that management realized that coffee drinkers had different needs whether be using coupons,wanting a milder brew of coffee or free Wi-Fi shows that Starbucks is now using a _____-oriented approach.

96 percent of USAA home insurance policy holders report that USAA representatives meets their commitment in calling back customers quickly about claims.The most likely result of USAA's efforts

Circuses As recently as 20 years ago circuses came to town with tents,animals,clowns,and other performers.An advance man arrived about two weeks before the circus actually arrived,covered the community with posters,and gave out free tickets to schoolchildren.If the advance man had done a good job,when the circus arrived and opened its tent doors,300 to 600 people would fill its seats.When the largest circus organizations merged,the newly formed Ringling Bros.and Barnum & Bailey's Greatest Show on Earth began performing in 4,000-seat arenas.Attendance,however,has stagnated in recent years.People have stopped going to the circus because they miss the circus tent and the close intimate atmosphere it created.The newest thing in circuses is a return to the tent atmosphere with an emphasis on the types of entertainment that were popular years ago.Antique circus wagons,calliope music,and cotton candy are replacing the exotic animals and the prima donna performers.To satisfy the needs of this new audience,the tent circus now sells lattes and wine. -Refer to Circuses.The aggressive promotions used by advance men indicate that decades ago the circuses probably had a _____ orientation.

Frequent-flyer programs are an example of financial incentives to customers in exchange for their continuing patronage.After flying a certain number of miles or flying a specified number of times,the frequent-flyer program participant earns a free flight or some other award such as free lodging.Airlines that use frequent-flyer programs are practicing:

A market orientation assumes that sales depend on aggressive sales techniques.

Life is good developed the "Good Karma" line of environmentally friendly 100 percent organic cotton apparel.The production of the Good Karma line is be consistent with a _____ orientation.

What is the American Marketing Association's (AMA)definition of marketing and what does marketing entail?

An organization with a(n)_____ believes that it exists not only to satisfy customer wants and needs and to meet organizational objectives but also to preserve or enhance individuals' and society's long-term best interests.

SAP,the world's largest business software company,has pledged to put the "customer at the center" of their universe.SAP has captured the idea of:

_____ is a strategy that focuses on keeping and improving relationships with current customers.

A company that has a market orientation and adheres to the marketing concept does NOT: