Exam 1: Strategic Marketing Management

Discuss the concept of green marketing and why it is important to marketers.

Kashi Heart to Heart^TM cereal is aimed at people concerned about their heart health.These people represent the Kashi

Define the term value,and explain how people determine a product's value.

Value = customer costs - customer benefits.

Distribution,price,promotion,and product are all elements of

The market concept stresses that an organization can best achieve its objectives by being customer-oriented.

The marketing mix consists of three major variables: product,price,and distribution.

Which one of the following statements by a company president best reflects the marketing concept?

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.Compared to Greensprings' approach to funerals,traditional cemeteries are using the ____ concept.

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

For most firms,the costs of marketing activities consume approximately what portion of the consumer's dollar?

From the 1920s to the 1950s,demand for manufactured goods decreased,leading to the ____ orientation.

Describe the three different types of products.

SunnyD is aimed at mothers with children under age twelve.These mothers represent SunnyD's

The marketing mix is built around the

When Burger King offers 99-cent Whoppers to increase store traffic,it is altering which aspect of the marketing mix?

To implement the marketing concept,an organization must first establish an information system to discover customers' real needs and then use the information to create products to satisfy those needs.

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.

____ of marketing plans hinges on coordination of marketing activities,motivation of marketing personnel,and effective communication within the marketing unit.

Discuss the evolution of the marketing concept through the various types of orientation.