Exam 1: An Overview of Strategic Marketing

The three basic forms that a product can take are

During the Industrial Revolution demand for manufactured goods was

The outcomes of a marketer's decisions and actions may be affected by the variables in the marketing environment.

Boca Burger's website features information about products,recipes,and nutritional values,but customers cannot actually purchase products from the website.This website is most likely used primarily as a ____ marketing tool.

A target market is a specific group of customers on whom an organization focuses its marketing efforts.

A family that organizes and advertises a garage sale is performing marketing activities.

A marketing manager decides what combination of variables is needed to satisfy customers' needs for a general type of product.What are the essential variables that the marketing manager combines?

Customer costs include anything the buyer must give up in order to obtain the benefits the product provides.The most obvious customer cost is

The process people use to determine the value of a product is not highly scientific.

Scenario 1.1 Use the following to answer the questions. Greensprings Cemetery in upstate New York,offers a full-service funeral and burial that is non-toxic to the environment.All materials used in the burial are natural and will decompose with no negative impact.Greensprings' service is relatively new in the United States,but services of this type are common in Great Britain.A typical burial in Greensprings' cemetery includes a casket made from bamboo,wicker,paper,or other natural material.There are no headstones of stone or concrete that will detract from the landscape,but trees and plants as "markers" are allowed.The cost for a burial at Greensprings is approximately $3,000,compared to about $6,000 at most traditional cemeteries.Although business was slow at first,Greensprings is now experiencing an increase in the number of burials,due to referrals and a newly-developed website.The owners of Greensprings were previously in the cemetery business,and are active conservationist and wanted to make their business more sustainable.After conducting research and finding that there were natural burial sites in Great Britain,they wanted to provide an alternative to other environmentally-conscious Americans like themselves. -Refer to Scenario 1.1.A new website has helped Greensprings' pre-planned funeral business grow.These would come under which of the following marketing mix variables?

A change in the minimum drinking age in any given state illustrates a change in the ____ for Miller Brewing.

The distribution variable in a marketing mix is directed toward making products available in the quantities desired to as many target market customers as possible and keeping the total inventory,transportation,and storage costs as low as possible.

Describe the three different types of products.

Scenario 1.2 Use the following to answer the questions. Paws and Claws Hotel is a full-service pet salon and boarding kennel.Paws and Claws has an interactive website where customers can directly book a grooming appointment,obedience class,or overnight accommodations for their dog or cat.Paws and Claws has several unexpected services,such as a 600-square foot swimming pool,complete with slide and dog-friendly graduated steps to help them exit the pool.Customers can also drop their dog or cat off each morning for pet day care.Paws and Claws has a pick-up and delivery service,webcams in every kennel so that pet families can view their pets while away,and pet "furniture" so that the cats and dogs can lie on sofas just like at home.Paws and Claws is also open 24 hours a day,365 days each year so that customers can pick up their pet at any time. The cost for an overnight stay at Paws and Claws averages $50,compared to competing kennels at about $30.The day care costs are $25 for either a dog or cat.The majority of Paws and Claws' competitors don't offer the day care service,and require an two-day minimum for overnight stays. Informal discussions with customers led to the addition of pet day care and 24-hour hours of operation.Previously,Paws and Claws was more interested in competing based on its prices. -Refer to Scenario 1.2.The fact that Paws and Claws is open 24 hours each day is part of the _______ marketing mix variable while the swimming pool is part of the _______ variable.

Marketing management is the process of planning,organizing,implementing,and controlling marketing activities to facilitate and expedite exchanges effectively and efficiently.

For an exchange to occur,at least one of the parties must be willing to give up his or her "something of value."

As the Industrial Revolution came to the United States,most firms operated in a(n)____ orientation.

In marketing management,planning is a systematic process of assessing opportunities and resources,determining marketing objectives,and developing a marketing strategy and plans for implementation and control.

In marketing,a product can be a good or a service but not an idea.

Customer relationship management is the use of information about customers to create marketing strategies that develop and sustain desirable customer relationships.