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| 1) ________ is defined as a social and managerial process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. |
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| 2) The first step in the marketing process is ________. |
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| Understanding the marketplace and customer needs and wants |
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| 3) ________ are states of felt deprivation. |
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| 4) ________ are human needs as shaped by individual personality and culture. |
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| 5) When backed by buying power, wants become ________. |
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| 6) Abel now has the buying power to purchase the computer that he wanted for the last six months. Abel's want has now become a(n) ________. |
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| 7) ________ refers to the mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products. |
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| 8) The art and science of choosing target markets and building profitable relationships with them is called ________. |
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| 9) Selecting particular segments of a population of customers to serve is called ________. |
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| 10) The BakeWay Bite is a popular cookie sandwich marketed by the Posco Division of Home Foods. It is famous for its white cream-filled center. Home Foods created a different version of these biscuits for consumers in Germany. To appeal to German consumers, Home Food created dark chocolate filling for the same cookie sandwiches. This is an example of ________. |
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| 11) A brand's ________ is the set of benefits or values it promises to deliver to consumers to satisfy their needs. |
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| 12) Which of the following marketing management concepts is most likely to lead to marketing myopia? |
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| 13) The production concept holds that ________. |
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| consumers will favor products that offer the most in quality, performance, and innovative features |
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| 14) Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the ________. |
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| 15) According to the product concept, a company should ________. |
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| devote its energy to making continuose product improvements |
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| 16) The selling concept holds that ________. |
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| consumers will not buy enough of the firm's products unless the firm undertakes a large-scale selling and promotion effort |
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| 17) Which of the following reflects the marketing concept philosophy? |
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| We don't have a marketing department, we have a customer department |
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| 18) The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. |
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| 19) Customer-driven marketing is most likely to work well when ________ and when customers ________. |
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| a clear need exists, know what they want |
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| 20) When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing. |
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| 21) Josie enjoys her work at Futuristic Designs Inc. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet existing and latent needs, now and in the future. Josie's firm practices ________ marketing. |
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| 22) The societal marketing concept holds that ________. |
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| B) a company's marketing decisions should consider consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests |
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| 23) The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer ________. |
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| 24) Some fast-food restaurants offer tasty and convenient food at affordable prices, but in doing so they contribute to the national obesity epidemic and environmental problems. These fast-food restaurants overlook the ________ concept. |
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| 25) ________ marketing is socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. |
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| 26) The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is called ________. |
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| C) customer relationship management |
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| 27) Which of the following terms refers to a customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers? |
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| A) customer-perceived value |
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| 28) Nickson released a new range of watches that were titled after the famous mountaineer Adam Wills. These new watches were promoted through claims that the design is a favorite of Adam Wills who used a similar watch designed by Nickson for its high durability and quality on his expeditions. Such a measure to entice customers to buy one's products aims at creating ________. |
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| C) Customer-perceived value |
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| 29) Sally purchased the newly launched "Jolie" lotion. By attempting to find out if the lotion's perceived performance matches her expectations, Sally was measuring her level of customer ________. |
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| 30) Ryan attempts to deliver customer satisfaction every day in his installation business, Audio Expressions. The key to achieving this goal is to match the customer-perceived performance of his product with ________. |
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| 31) Bill recently bought a BMW M3. Bill had several preconceived notions on the elegance and reliability of the car. After the purchase, he discovered that the car had a lot more attributes than he initially perceived. Hence, it created an emotional relationship with the car resulting in ________. |
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| 32) Which of the following terms refers to the customers who make repeat purchases and tell others about their positive experiences with a product or service? |
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| 33) Companies can build customer relationships at many levels, depending on the nature of the target market. Hence, a company with few customers and high margins is most likely to seek to develop ________ with key customers. |
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| 34) You are an assistant marketing director for a firm in a market with many low-margin customers. Which of the following types of relationships would be most profitable for you to develop with these customers? |
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| 35) The Niketown running club that organizes twice weekly evening runs for Nike customers is an example of a ________. |
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| C) Club marketing program |
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| 36) Greater consumer control means that companies must rely more on marketing by ________ rather than marketing by ________. |
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| 37) Which of the following is an example of consumer-generated marketing? |
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| A) Toyota's page on Facebook which provides information about its upcoming cars to its customers |
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| 38) Ellis, a marketing manager at a regional chain restaurant, has decided to create a contest calling for customers to create commercials for the restaurant. Winning entries will be posted on the organization's home page. Ellis' plan is an example of ________ marketing. |
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| 39) ________ describes a longer channel, stretching from raw materials to components to final products that are carried to final buyers. |
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| 40) The final step in the marketing process is ________. |
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| Capturing value from customers |
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| 41) At Ken's boutique, the policy statement posted in the reception states that "Without our customers, we don't exist." Ken and his staff aim to delight each customer and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Instead of focusing on each individual transaction, Ken and his staff are putting a priority on ________. |
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| Capturing consumer lifetime value |
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| 42) ________ refers to the portion of the customer's purchase that a company gets in its product categories. |
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| 43) ________ is the total combined customer lifetime values of all the company's current and potential customers. |
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| 44) The ultimate aim of customer relationship management is to produce ________. |
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| 45) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Based on this classification, you should avoid ________ and shouldn't invest anything in them. |
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| 46) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. According to this classification, a highly profitable, short-term customer is known as a ________. |
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| 47) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. With reference to this classification, a firm should turn true friends into ________, who come back regularly and tell others about their good experiences with the company. |
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| 48) Carla, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong? |
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| 49) Which of the following has been the most common consumer response to the economic downturn that began in 2008? |
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| C) spending less and choosing products more carefully |
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| 50) Your state's department of health has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the ill effects of smoking. This is an example of a(n) ________ campaign. |
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| 51) With its marketing strategy chosen, the company constructs an integrated marketing program consisting of a blend of marketing mix elements called the ________, that transforms the marketing strategy into real value for customers. |
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