Exam 1: Strategic Marketing Management

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.Currently,the Paws and Claws Hotel is operating in several large cities on the west coast,but is thinking of expanding their services in more locations across the U.S. The director of marketing at Paws and Claws suggested talking to pet owners about what type of services they would like to have available.These discussions led to the 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.Previously,Paws and Claws was most likely using which type of orientation?

Today,establishing long-term,mutually beneficial arrangements in which both the buyer and seller focus on value enhancement through the creation of more satisfying exchanges is known as

What is meant by the term relationship marketing? How does relationship marketing affect the customer?

The focal point of all marketing activities is

During the Industrial Revolution demand for manufactured goods was

The application of mechanical and human efforts to either people or objects to provide intangible benefits to customers is known as a(n)

Deciding to add gel insoles to its running shoes would be a change in the ____ element of the marketing mix for Nike.

Profit,even at the expense of customers' satisfaction,is the major thrust of the marketing concept.

Initiatives intended to improve an organization's positive impact on society and the natural environment are called

Marketing consists primarily of selling and advertising.

Define the term marketing management,and describe its four major components.

Target markets can be people who buy the product but do not necessarily use the product.

The equation a buyer applies to assess a product's value is

Mothers Against Drunk Driving (MADD)is a group that works to change attitudes and laws about driving under the influence of alcohol.MADD primarily markets

The marketing concept is best defined as

Organizations should define themselves not according to the products they produce but according to

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

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

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 conservationists.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.Greensprings' main competitive advantage over traditional cemeteries comes from its attention to which element in the marketing mix?

The marketing concept directly affects marketing activities but should have negligible impact on other organizational activities.