Question 1

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:

Accepted Answer

A)  the 80/20 rule 
B)  Maslow's hierarchy of needs 
C)  the marketing concept 
D)  the sales orientation philosophy 
E)  the societal concept 
A)  the 80/20 rule 
B)  Maslow's hierarchy of needs 
C)  the marketing concept 
D)  the sales orientation philosophy 
E)  the societal concept

Question 2

A local grocer recently began grouping its customers into specific groups based on what they bought and when they shopped.The grocer then began to schedule shipments of specific items based on these customer segments and to offer different promotions to different shopper groups.This is an example of CRM.

Accepted Answer

A) True 
 B)False

Question 3

The marketing concept involves:

Accepted Answer

A)  focusing on customers' wants and needs so that the organization can distinguish its product (or products) from competitors' products 
B)  satisfying management's needs and wants with the idea of maximizing profits in the short run 
C)  selling as much product as possible under the assumption people will buy more goods and services if aggressive selling techniques are used 
D)  selling as much as possible under the assumption consumers will buy more at lower prices 
E)  focusing on production in order to increase product quality and lower prices 
A)  focusing on customers' wants and needs so that the organization can distinguish its product (or products) from competitors' products 
B)  satisfying management's needs and wants with the idea of maximizing profits in the short run 
C)  selling as much product as possible under the assumption people will buy more goods and services if aggressive selling techniques are used 
D)  selling as much as possible under the assumption consumers will buy more at lower prices 
E)  focusing on production in order to increase product quality and lower prices

Question 4

Xerox emphasizes _____ by replacing at its own expense any dissatisfied customer's equipment within a period of three years after purchase.

Accepted Answer

A)  management empowerment 
B)  management-customer synergy 
C)  customer satisfaction 
D)  transactional marketing 
E)  direct selling 
A)  management empowerment 
B)  management-customer synergy 
C)  customer satisfaction 
D)  transactional marketing 
E)  direct selling

Exam 1: An Overview of Marketing

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:

The marketing concept involves:

Xerox emphasizes _____ by replacing at its own expense any dissatisfied customer's equipment within a period of three years after purchase.

Case Study Girl Scout Cookies

Strategic Planning for Competitive Advantage

Case Study Disney: The Happiest Brand on Earth

Ethics and Social Responsibility

Case Study Barclays Bank: Banking on Ethics

The Marketing Environment

Case Study Daimler/BMW: A New Breed of Driver

Developing a Global Vision

Case Study P&G Unilever Panasonic: The $2-a-Day Initiative

Consumer Decision Making

Case Study eBay: Creating Customers on the Move

Business Marketing

Case Study Pantone: This Year’s Color: Honeysuckle

Segmenting and Targeting Markets

Coke Zero

Marketing Research

Case Study Marriott International: A Marriott Site for Those on the Move

Product Concepts

Case Study Ford Motor Co.: One Ford; One Big Turnaround

Developing and Managing Products

Case Study Harmonix: Embrace Your Inner Rock Star

Services and Nonprofit Organization Marketing

Minute Clinic

Supply Chain Management

The U.S.Transportation Industry: Planning for a Potential Post-Recession Capacity Crunch

Marketing Channels and Retailing

Nordstrom's

Marketing Communications

HBO's True Blood

Advertising Public Relations and Sales Promotion

Burger King

Personal Selling and Sales Management

Ron Popeil

Social Media and Marketing

Facebook: Advertising’s Troubling Future

Pricing Concepts

Groupon vs.LivingSocial: Coupon Wars

Setting the Right Price

Black Friday Sales: Deal…or No Deal?

Telekom Austria Group: Sustainability to Increase Value

Mary Kay Inc: Taps into a Changing Demographic

Prestige Brands Inc-Transforming the Business

Cutco Cutlery Corporation: Direct to Consumer for Over 60 Years!

Lap Dance at Boston Blazers Lacrosse Game: Promotional Mistake or Creative Genius?

Will a New Reservation System Translate to Higher Prices for Travelers?

Concerns over Sustainability Result in Social Media Disaster for Nestlé

Four Loko Targets Young College Hedonists

McAfee Virus Protection Update Crashes Computers Worldwide

Microsoft Implies Distribution of Angry Birds on Windows Phone 7

Yellow Tail’s Tails-for-Tails Campaign

Concerns over Sustainability Result in Social Media Disaster for Nestlé

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