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Exam 1: Marketing: Creating Customer Value and Engagement

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Question 61

Multiple Choice

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A church targeting different demographic groups to increase attendance is an example of ________.

A) affinity marketing
B) not-for-profit marketing
C) societal marketing
D) evangelism marketing
E) affiliate marketing

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Question 62

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Which of the following uses a customer-centered "sense-and-respond" philosophy rather than a product-centered "make-and-sell" philosophy?

A) market segmentation
B) the production concept
C) the marketing concept
D) the inside-out perspective
E) marketing myopia

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Question 63

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Digital technology allows companies to reach out to customers in numerous ways. Which of the following is NOT the purpose of a company reaching out using digital and social media?

A company can create customer delight by meeting customer expectations through offering good products that do what is promised.

When backed by buying power, wants become ________.

Which of the following refers to the total combined customer lifetime value of all of the company's current and potential customers?

The societal marketing concept seeks to establish a balance between ________.

At a local farmers' market, Molly Malone sells mussels while shouting to passersby, "Fresh seafood, get your fresh seafood here!" What kind of perspective is Molly taking?

Which of the following marketing orientations holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do?

Customer-managed relationships are marketing relationships that are controlled by customers; therefore, they are of no significance to marketers.

Jolene's 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 firm's services through her large-scale promotional efforts. Jolene's firm most likely practices the ________.

The art and science of choosing target markets and building profitable relationships with them is called ________.

Large-scale marketing approaches that foster two-way customer relationships are made possible by new communication technologies.

Which of the following actions should a marketer take in response to the new economy?

In consumer-generated marketing, marketers play a bigger role in shaping consumers' brand experiences and those of others.

Explain how storing customer information in a database might better prepare carmaker Kia in customer relationship management.

Marketing in the non-profit sector is applied in all but which of these ways?

Marketing is managing profitable customer relationships.

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

Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?