BCOR 360

Pataasin ang iyong marka sa homework at exams ngayon gamit ang Quizwiz!

Which of the following is true of mobile marketing?

Marketers use mobile channels to stimulate immediate buying.

________ are the form human needs take as they are shaped by culture and individual personality.

Wants

GT Grand, a manufacturer of ultra-luxury cars, supplies customized vehicles based on the specific demands of customers in affluent market segments. The company's approach is most likely referred to as ________.

target marketing

Selecting particular segments of a population of customers to serve is called ________.

target marketing

Customer evangelists are those who ________.

tell others about their good experiences with a brand or product

Customers who are classified as true believers ________.

tell others about their good experiences with a company

Which of the following transforms marketing strategies into real values for consumers?

the four Ps of marketing

Which of the following concepts is based on a customer-centered philosophy?

the marketing concept

Dividing a market into several sections of customers is known as ________.

market segmentation

Which of the following concepts holds that consumers will favor products that are available and highly affordable?

the production concept

A customer who is both loyal and profitable is referred to as a ________.

true believer

According to the five-step model of the marketing process, the first step in marketing is ________.

understanding the marketplace and customer needs and wants

The selling concept is typically practiced with ________.

unsought goods

________ refers to a channel stretching from raw materials to components to final products that are carried to final buyers.

A supply chain

________ is the total combined customer lifetime values of all the company's current and potential customers.

Customer equity

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

Exchange

________ are defined as states of felt deprivation.

Needs

Which of the following is a difference between the marketing concept and the selling concept?

The marketing concept focuses on customer needs, whereas the selling concept focuses on existing products.

The societal marketing concept holds that ________.

a company's marketing decisions should focus on creating economic value in a way that also creates value for the surrounding environment

The overall process of dealing with all aspects of acquiring, keeping, and growing customers is referred to as ________.

customer relationship management

The final step in the marketing process is ________.

capturing value from customers

Customer-driven marketing is most effective when ________.

clear needs exist and customers know what their needs are

The Niketown running community organizes bimonthly athletic training programs for Nike buyers. This is an example of a ________.

club marketing program

The selling concept holds that ________.

consumers will not buy enough of a firm's products unless the firm undertakes large-scale persuasion and promotion efforts

Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on ________.

consumers' existing wants The Railroad was an example company

Directing consumers toward products and services that meet their present and future needs is referred to as ________ marketing.

customer-driving

When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.

customer-driving

Which of the following terms refers to a customer's evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers?

customer-perceived value

Abel now has the buying power to purchase the computer that he wanted to buy six months ago. Abel's want has most likely become a(n) ________.

demand

When backed by buying power, needs become ________.

demands

According to the product concept, a company should ________.

devote its energy to making continuous product improvements

The ultimate aim of customer relationship management is to ________.

produce high customer equity

The ________ concept holds that consumers will favor goods and services that offer the most in quality, performance, and innovative features.

product

Voize, a leading mobile phone manufacturer, focuses on low labor costs and mass distribution to ensure the continuous availability of its products at reasonable prices. Voize most likely follows the ________.

production concept

A brand's ________ is the set of benefits that it promises to deliver to consumers to satisfy their needs.

value proposition


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