Exam 11: Customer-Driven Marketing

Marketing segmentation is the group of potential customers toward whom an organization directs its marketing efforts.

Developing and maintaining long-term,cost-effective exchange relationships with individual customers,suppliers,employees,and other partners for mutual benefit characterizes ________.

A buyer's market is one characterized by a shortage of goods and services.

Complete the following using the terms listed. -_____ are goods and services purchased to be used,either directly or indirectly,in the production of other goods for resale.

Primary data refer to data collected firsthand through such methods as observation and surveys.

Goods and services such as haircuts,GPS systems,and computers that are purchased for end users are examples of _____.

The era in marketing history characterized by the notion that a good product will sell itself is known as the _____ era.

Describe the exchange process.

Describe the five categories of nontraditional marketing and give an example of each.

Personal determinants in the buying decision include all of the following EXCEPT ________.

A university offers its alumni a special Visa card with the university's logo printed on the front.Each time the cardholder uses the card,the university receives a small percentage of the amount charged.This is an example of _____.

What is marketing? Explain.

All of the following is included in a company's marketing plan EXCEPT:

Complete the following using the terms listed. -In _____,marketers can use sophisticated customer databases to combine data from several different organizational functions.

End-use segmentation focuses on the precise way a B2B purchaser will use a product.

The location of a coffee shop franchise in a mall creates _____ utility.

An organization's _____ is the group of potential customers toward whom it directs its marketing efforts.

Thomas is using demographic data methods for segmenting a market.He will use all of the following EXCEPT _____.

The production era stressed efficiency in producing quality products.

Fiona has initiated a project to establish a company website for interactive electronic commerce that encourages customers to provide the company with information on their purchase decision factors,post-purchase evaluations,lifestyles,and future expectations for service.Fiona plans to use the Internet for ________.