Exam 1: Defining Marketing for the 21st Century

Many brick-and-click competitors became stronger contenders in the marketplace than the pure-click firms because they had a larger pool of resources to work with and ________.

When 3M,HP,and Motorola practice researching or imaging latent needs of consumers through a "probe-and-learn" process,they are most likely using which of the following marketing orientations with respect to their consumers

If a marketer decides to use warehouses,transportation companies,banks,and insurance companies to facilitate transactions with potential buyers,the marketer is using what is called a ________.

Making gifts of money,goods,or time to help nonprofit organizations,groups,or individuals is known as corporate philanthropy.

Companies that adopt and employ the marketing concept switch from being solely product centered to being more ________ centered.

Wal-Mart knows that to reach its target markets three kinds of marketing channels may be used.What are these three marketing channels and how might Wal-Mart use each of them

The ________ process consists of analyzing marketing opportunities,selecting target markets,designing marketing strategies,developing marketing programs,and managing the marketing effort.

Your firm is in the process of moving from focusing on a financial scorecard as the basis for running and evaluating your organization to a marketing scorecard approach.What is a marketing scorecard approach and what might be some of its components

The marketing concept is one of the oldest concepts in business.

Companies address needs by putting forth a(n)________,a set of benefits that they offer to customers to satisfy their needs.

We can distinguish among five types of customer needs.List and provide an example of each of those customer needs.

When consumers share a strong need that cannot be satisfied by an existing product,they are engaged in latent demand.

Janet is very upset that she can't get tickets to the new Rolling Stones concert."Why do they keep advertising the show if you can't get tickets" wonders Janet.Which of the following demand states applies to Janet's situation

Discuss the concept of disintermediation and provide an example.

Increasingly,a key goal of marketing is to develop deep,enduring relationships with all people or organizations that could directly or indirectly affect the success of the firm's marketing activities.Relationship marketing has the aim of building mutually satisfying long-term relations with key parties-customers,suppliers,distributors,and other marketing partners-in order to earn and retain their business. Discuss the merits of relationship marketing.Describe in detail a company who is in business today that models relationship marketing.

For each target market,the firm develops a ________.The offering is then positioned in the minds of the target buyers as delivering some central benefit(s).

Linda Evans has been given the task of developing the product portion of her company's marketing mix.List the components that will likely be included in this element of the marketing mix.

Arthur Jones has decided to build his manufacturing business (lawn mowers)around the production concept.If this approach is taken,what will be Mr.Jones' primary areas of concentration as he builds his business

Companies selling mass consumer goods and services such as soft drinks,cosmetics,air travel,and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called ________.

Internal marketing is an appropriate practice to be used in holistic marketing.