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Chapter 1 Quiz
Terms in this set (30)
Rather than being just a random activity, good marketing requires (blank) in determining appropriate actions to produce sound decisions.
The (blank) addresses how a product will be designed, how much it should cost, how it will be promoted, and how it will get to consumers.
needs and wants
Understanding consumers' (blank) is fundamental to marketing success.
Crest toothpaste targets different consumer (blank) by offering different types of toothpaste for smokers than it does for children based on their differing needs and wants.
The goal of a marketing exchange is that the parties to the transactions be
The (blank) consists of the product, price, place, and promotion of an offering.
A firm that creates value by developing a variety of offerings, including goods, services, and ideas, is doing so through which of the following element of the four Ps?
Apple's iPad is an example of which of the following types of marketing offerings?
A service is different from a good in that the benefit is
goods and services
When an optical center provides eye exams and new contact lenses as its offering, it is an example of which of the following combinations?
A group that sponsors bike helmet poster contests for children to promote bicycle safety is providing which of the following marketing offerings?
Which of the following marketing-mix variables is involved in the capture of value in the marketing exchange?
Which of the marketing-mix elements corresponds to what the buyer gives up in the marketing exchange?
Redbox uses the (blank) element of the marketing mix to make movie rentals available for customers when and where they need them.
Which of the marketing-mix variables represents all the activities necessary to get the right product to the right customer when the customer wants it?
Which marketing-mix element deals specifically with retailing and marketing channel management?
When marketers communicate the value proposition, it involves the (blank) element of the marketing mix.
When an electronics company sells its global positioning systems to a car manufacturer, it is engaged in (blank) marketing.
The (blank) era embraced the belief that a good product would sell itself.
constantly measuring the benefits that customers receive against the costs of offerings
Which of the following is one of the core practices among value-oriented marketers?
move toward a relational perspective from a transactional orientation
Recently, it has become important for value-oriented marketers to (blank) with customers.
customer relationship management
A business philosophy and set of strategies, programs, and systems that focus on identifying and building loyalty among the firm's most valued customers is known as
A national hotel chain engages in conversations with its customers through Facebook and even allows them to book their hotel reservations through its Facebook page. This is an example of marketing using
A big obstacle to the growth of social media is that only around 40 percent of the world's population has access to the Internet
According to your text, which of the following can be said regarding the use of social media in today's global economy?
Marketing helps consumers learn about new products and services
Which of the following is not one of the core aspects of marketing?
The trade of things of value between the buyer and seller so that each is better off as a result is referred to in marketing as
Through the promotion element of the marketing mix, marketers attempt to (blank) value.
Internet auction sites like eBay facilitate (blank) marketing.
Which marketing era is characterized by an abundance of products allowing the buyer to make purchasing decisions on the basis of factors such as quality, convenience, and price?
Firms focus on the lifetime profitability of the customer relationship, not how much money is made during each transaction
Which of the following best describes a relational orientation?
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