question

marketing is managing profitable customer relationships true or false

answer

true

question

Organizations choose to use only a few of the available online and social media. Using multiple social media results in confused fans. True or False

answer

false

question

For most marketers, customer relationship management is exclusively a matter of customer data management true or false

answer

false

question

Customer equity refers to __________.

answer

the total combined customer lifetime value of all of the companies current and potential customers

question

Jolene firm markets preplanning services for a mortician.She finds that most of her target market avoids discussing future funeral needs. She convinces people to invest in the firms services through her large-scale promotional efforts. Jolenes firm most likely practices the_______.

answer

selling concept

question

Market offerings are limited to physical products. True or False

answer

false

question

Some fast-food restaurants offer tasty and convenient food and affordable prices, but in doing so they contribute to a national obesity epidemic and environmental problems. These fast-food restaurant overlook the __________ philosophy.

answer

societal marketing concept

question

Which of the following marketing management concepts is most likely to lead to marketing myopia

answer

product concept

question

Which of the following is most likely result of a marketing strategy that attempts to serve all professional customers

answer

not all customers will be satisfied

question

Customers can be classified into 4 relationship groups based on their profitability and projected loyalty. Which customer type is associated with high profitability and long-term loyalty?

answer

true friends

question

A companies marketing environment excludes the forces outside the marketing department that affect marketing management ability to build and maintain successful relationships with target customers true or false

answer

false

question

In the context of geographical shifts in the population, the migration toward ____ areas has resulted in a rapid increase in the number of people who telecommute.

answer

micropolital

question

________ help companies stock and move goods from their points of origin to their destinations

answer

physical distribution firms

question

Cape Sky an international insurance and financial company is the primary sponsor of the annual new york city marathon which is attended by over one million fans and watched by million viewers worldwide.The Cape Sky logo and name are displayed throughout the racecourse. Cape Sky most likely sponsors this event in order to appeal to which of the following types of publics

answer

general publics

question

Babita Singh, a 51-year old schoolteacher from los angelos believes that people should choose a profession they like which is an example of babitas ________

answer

secondary belief

question

marketers should understand that peoples core beliefs and values tend to be ________

answer

fixed

question

Which group includes neighborhood residents and community organizations

answer

local publics

question

A trend has been peoples growing mastery over nature through technology and that belief that nature is bountiful, but also that it is finite and fragile true or false

answer

true

question

Which of the following is most likely true with regard to peoples views of organizations in contemporary America?

answer

The past two decades have seen a sharp decrease in confidence in and loyalty toward Americas business organizations

question

Among the generational groups in the U.S population, the _______ are still the wealthiest generation in US history

answer

baby boomers

question

When a customer feels uneasy about losing out on the benefits of a brand not purchased, she is likely to experience _______

answer

cognitive dissonance

question

Family is one of the ____ factors that influence consumer behavior.

answer

social

question

Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about _______.

answer

subliminal advertising

question

______ Refers to the unique physiological characteristics that distinguish an individual or group

answer

personality

question

What is one of the most important consumer buying organization in society

answer

family

question

Commercial sources of information typically legitimize and evaluate products for buyers true or false

answer

false

question

_____ are societies relatively permanent and ordered divisions whose members share similar values, interests and behaviors

answer

social classes

question

A ______ is a descriptive thought that a person has about something

answer

belief

question

______ are distribution channel firms that help the company find customers or make sales for them

answer

Resellers

question

The microenvironment consists of all of all of the following except _______

answer

demographics

question

the "echo boomers" is another name for ______

answer

millennial

question

the _____ environment consists of economic factors that affect consumer purchasing power and spending patterns

answer

economic

question

Shortages of certain raw materials is a major trend related to the ____ environment

answer

natural

question

The ____ environment is the most dramatic force shaping the destiny of the markets and marketing

answer

technological

question

Business legislation has been enacted for a number of reasons which include all of the following except

answer

developing a code of ethics

question

the ____ environment consists of institutions and other forces that affect a societys basic values

answer

cultural

question

A _____ stance by companies toward the marketing environment is preferred over a reactive stance

answer

proactive

question

Many companies view the marketing environment as an _____ element to which they must react and adapt

answer

uncontrollable

question

compared to the mainstream buying public, Hispanic consumers tend to be deeply _____ oriented making this a special characteristic and behavior

answer

family

question

According to the stimulus-response model of buyer behavior, marketing and other stimuli enter the consumers _____ and produce certain responses

answer

black box

question

Consumer purchases are influenced strongly by certain characteristics which include all of the following except _____

answer

cognitive

question

Consumer motivation, perception, and learning are related to the _____ factors influencing consumer behavior

answer

psychological

question

_____ behavior occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands

answer

dissonance-reducing buying

question

When does the habitual buying behavior occur?

answer

Under conditions of low-consumer involvement little significant brand difference

question

in the product adoption process

answer

there are five stages

question

the first group marketers try to bring their new products to the attention to are potential _______

answer

innovators

question

Is a process by which companies create value for customer and build strong customer relationships in order to capture value from customer in return

answer

marketing

question

are some combination of products, services, information, or experiences offered to a market to satisfy a need or want

answer

market offerings

question

is focusing only on existing wants and losing sight of underlying consumer needs

answer

marketing myopia

question

is the act of obtaining a desired object from someone by offering something in return

answer

exchange

question

marketing actions try to create, maintain, and grow desirable

answer

exchange relationship

question

is the art and science of choosing target markets and building profitable relationships with them

answer

marketing management

question

refers to dividing the markets into segments of customers

answer

market segmentation

question

refers to which segments to go after

answer

target marketing

question

is the set of benefits or values it promises to deliver to customers to satisfy their needs

answer

value proposition

question

consumers will favor products that available and highly affordable

answer

production concept

question

is the set of tools (four Ps) the firm uses to implement its marketing strategy. This set includes product, price, promotion, and place.

answer

marketing mix

question

is a comprehensive plan that communicates and delivers the intended value to chosen customers.

answer

integrated marketing program

question

is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

answer

Customer relationship management

question

Brand exchanges created by consumers themselves—both invited and uninvited—by which consumers are playing an increasing role in shaping their own brand experiences and those of other consumers.

answer

Consumer-Generated Marketing

question

is the value of the entire stream of purchases that the customer would make over a lifetime of patronage.

answer

Customer lifetime value

question

is the portion of the customer's purchasing that a company gets in its product categories.

answer

Share of customer

question

is the total combined customer lifetime values of all of the company's customers.

answer

Customer equity

question

involves using digital marketing tools such as web sites, social media, mobile ads and apps, online videos, e-mail, and blogs that engage consumers anywhere, at any time, via their digital devices

answer

Digital and social media marketing

question

includes the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers

answer

marketing environment

question

consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

answer

Microenvironment

question

consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.

answer

Macroenvironment

question

is the study of human populations-- size, density, location, age, gender, race, occupation, and other statistics.

answer

Demography

question

involves people, and people make up markets.

answer

Demographic environment

question

include changing age and family structures, geographic population shifts, educational characteristics, and population diversity.

answer

Demographic trends

question

is important in segmenting people by lifestyle or life stage instead of age.

answer

Generational marketing

question

involves offering financially cautious buyers greater value—the right combination of quality and service at a fair price

answer

Value marketing

question

is the physical environment and the natural resources that are needed as inputs by marketers or that are affected by marketing activities.

answer

natural environment

question

involves developing strategies and practices that create a world economy that the planet can support indefinitely.

answer

Environmental sustainability

question

consists of institutions and other forces that affect a society's basic values, perceptions, and behaviors.

answer

cultural environment

question

are persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government

answer

Core beliefs and values

question

are more open to change and include people's views of themselves, others, organizations, society, nature, and the universe.

answer

Secondary beliefs and values

question

is the buying behavior of final consumers—individuals and households that buy goods and services for personal consumption

answer

Consumer buyer behavior

question

are made up of all the individuals and households that buy or acquire goods and services for personal consumption.

answer

Consumer markets

question

is the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. The American culture values achievement and success, activity, efficiency and practicality, progress, material comfort, individualism, freedom, external conformity, humanitarianism, youthfulness, fitness and health.

answer

Culture

question

is the most important consumer-buying organization in society.

answer

Family

question

can be defined by a person's position in a group

answer

Role and status

question

affects the goods and services bought by consumers

answer

Occupation

question

situations include trends in:

answer

Economic

question

is a person's pattern of living as expressed in his or her psychographics.

answer

Lifestyle

question

refers to the unique psychological characteristics that distinguish a person or group

answer

Personality

question

is a need that is sufficiently pressing to direct the person to seek satisfaction of the need.

answer

motive

question

refers to qualitative research designed to probe consumers' hidden, subconscious motivations.

answer

Motivation research

question

is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

answer

Perception

question

is the tendency to remember good points made about a brand they favor and forget good points about competing brands.

answer

Selective retention

question

is a descriptive thought that a person has about something based on

answer

belief

question

describes a person's relatively consistent evaluations, feelings, and tendencies toward an object or idea.

answer

attitude

question

is the first stage of the buyer decision process, in which the consumer recognizes a problem or need triggered

answer

Need recognition

question

is the stage of the buyer decision process in which the consumer is motivated to search for more information.

answer

Information search

question

is the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

answer

Alternative evaluation

question

is the buyer's decision about which brand to purchase.

answer

Purchase decision

question

is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.

answer

Postpurchase behavior

question

is buyer discomfort caused by postpurchase conflict.

answer

Cognitive dissonance

question

is the mental process an individual goes through from first learning about an innovation to final regular use.

answer

adoption process

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