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A New York-based brand and customer loyalty and engagement research consultancy firm called The Agency conducts research annually to identify the top 100 brands with the highest levels of customer loyalty. Apple, WhatsApp, Google, YouTube, and Kindle lead the pack and demonstrate that consumers are enjoying long-term engagement with these companies. The top companies' ability to generate high levels of customer loyalty demonstrates these firms are engaging in ________ marketing.


A) relationship marketing
B) competitive marketing
C) production marketing
D) sales-oriented marketing

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Marketing consists primarily of selling and advertising.

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When Home Depot develops new carpet fibers that are highly stain-resistant and durable, it must educate consumers about the product's benefits. This calls for activity in which of the following marketing mix variables?


A) Price
B) Promotion
C) Distribution
D) Product
E) Packaging

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Verizon implements a program of texting its current customers to find out what changes they would like to see in the services provided. The firm is exhibiting characteristics associated with which of the following orientations?


A) Production
B) Sales
C) Market
D) Social
E) Development

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The successful marketer understands that the key to her success is the relationships her firm is able to develop with current customers and potential customers. Moreover, her goal is to achieve the full potential of each of these relationships for the benefit of the firm. This marketer clearly understands


A) that the only way for the firm to increase profits is to constantly acquire new customers.
B) that customers' needs, desires and habits are homogeneous.
C) that customer loyalty leads to increasing long-term profitability for the firm.
D) that data is of limited use in helping the firm understand the needs of customers.
E) that customer lifetime value includes only the value of what customers purchase from the firm.

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A recent meeting of the Council of Supply Chain Management Professionals featured an executive from Dell, which is known for its ability to customize computers to customers' needs as well as their ability to provide quality products at economical prices through their retail channel. The executive discussed the firm's capabilities regarding the ability to produce products that are "built-to-order" and noted that recent customer insight showed customers were less willing to wait 7 to 10 days to receive their computer even though it was built to their specifications. As a result of this customer trend, Dell began forging relationships with retailers such as Walmart to provide a limited number of computer models in the retailers' stores. In order to fulfill the orders to Walmart, Dell was required to make changes in its production and manufacturing such as holding more products in inventory and utilizing different modes of transportation. For example, Dell was able to shift from a focus on air transportation to over-the-road trucking, which enabled it to cut costs in some areas. As Dell shifted from a "build-to-order" manufacturer to a "make-to-stock" manufacturer, it also had to make investments in customer analytics to identify customer needs as well as collect insight regarding pricing. This customer insight was especially important to the retail partners like Walmart, which requires its vendors to justify product stock decisions and provide proof that retail inventory will sell at the projected price points. Dell's ability to modify its business model by forging relationships with retailers such as Walmart as well as customer insights has helped the company achieve its revenue and profitability goals. ​ Which variable of the marketing mix is most affected by Dell's decision to become a "make-to-stock" manufacturer? ​


A) Product variable
B) Pricing variable
C) Distribution variable
D) Promotion variable

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The marketing concept is a philosophy that states that an organization should try to satisfy customers' needs and also


A) ​increase market share.
B) ​increase sales.
C) ​achieve the organization's goals.
D) ​produce high-quality products.
E) ​coordinate its activities to increase production.

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The marketing concept affects


A) ​just the marketing department.
B) ​all organizational activities.
C) ​only marketing and finance.
D) ​only production and marketing.
E) ​few decisions in an organization.

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Suppose you are a marketing manager at Procter & Gamble for a new, all-purpose cleaning product. List four marketing mix variables and describe the decisions and activities associated with each.

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Marketers consider activities such as pr...

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In marketing, a product can be a good or a service but not an idea.

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

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A target market is a specific group of customers on whom an organization focuses its marketing efforts.

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The marketing concept is best defined as


A) ​a second definition of marketing.
B) ​a philosophy stating that an organization should try to satisfy customers' needs through a coordinated set of activities that allows the organization to achieve its goals.
C) ​the performance of business activities that direct the flow of goods and services from producer to customer or user.
D) ​a philosophy stating that an organization should attempt to accomplish its goals with no regard for the needs of customers.
E) ​the inclusion of marketing activities in the activities of an organization.

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To fully appreciate what an effective marketing concept means to the firm, the marketer must first understand that _______________ is the major focus of the marketing concept. This in turn should enable the firm to _______________. Ultimately, this all leads to _________________.


A) ​customer satisfaction; earn long-term profits; increased shareholder value
B) ​securing management; earn long-term profits; management continuity
C) ​employee satisfaction; earn long-term profits; positive labor relations
D) ​selling products; earn long-term profits; organizational stability
E) ​regulatory compliance; earn long-term profits; reduced regulatory costs

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

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Relationship marketing refers to "long-t...

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Changing the hours of operation for a service business involves the ____ component of the marketing mix.


A) ​product
B) ​price
C) ​distribution
D) ​promotion
E) ​marketing concept

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A marketing manager for a small laptop manufacturer is analyzing the potential effects of political, legal, sociocultural, and economic forces on the firm's operations. The marketing manager is examining the ____ that influence(s) the firm's strategy.


A) operating situation
B) marketing environment
C) surroundings
D) economic conditions
E) trends

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Advances in technology, along with falling political and economic barriers and the universal desire for a higher standard of living, have made


A) it harder to compete.
B) implementing the marketing concept easier.
C) marketing online challenging.
D) marketing across national borders rare.
E) marketing across national borders commonplace.

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Scenario 1.1 Use the following to answer the question. ​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 conservationist and wanted to make their business more sustainable. 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' competitors, the traditional cemeteries, focus on advertising and personal selling of their services. This indicates a(n) ____ orientation.


A) ​sales
B) ​marketing
C) ​production
D) ​environmental
E) ​marketing concept

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The public is becoming more aware of how marketers' activities affect the welfare of consumers and society. As a result, more firms are working to​


A) ​raise prices in order to increase their profits so that they can contribute to philanthropic causes.
B) ​reduce the quality of their products in order to save money and provide less expensive products to their consumers.
C) ​reduce their profits by donating more time and money to improve social welfare and environmentalconditions.
D) ​enact laws requiring companies to work toward the welfare of customers and society
E) ​create a responsible approach to developing long-term relationships with customers and society.

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