marketing ch 1

the amazon prime program strives to convert casual shoppers into loyal customers. An Amazon prime customer can be classified as a __________

true believer

a brands ______ is the set of benefits that it promises to deliver to consumers to satisfy their needs

value proposition

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

wants

which of the following concepts calls for a sustainable marketing? a. a societal marketing concept b. the marketing concept c. the selling concept d. the production concept e. the product concept

a. the societal marketing concept

customers needs and wants are fulfilled through:

market offerings

dividing a market into several sections of customers is known as:

market segmentation

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

marketing management

_________ are defined as states of felt deprivation

needs

the ultimate aim of customer relationship management is to _______

produce high customer equity

Various government agencies have launched campaigns to encourage energy conservation and concern for the environment as well as discourage smoking, illegal drug use, and obesity. This illustrates _________ marketing.

social

customer evangelists are those who ________

spread the word about their good experiences with a brand or product

Apple encourages customers to form local Apple user groups. This is an example of:

Club marketing program

in markets with few customers and high margins, sellers should try to develop basic relationships rather than full partnerships

FALSE

true or false: customer relationship management focuses on retaining existing customers but not on acquiring new customers

FALSE

imaginative websites, smartphone apps, and social media allow marketers to deliver messages that are direct and personal so customers can:

Live the brand

________ marketing is perhaps the fastest-growing marketing platform

Mobile

T or F: companies like coca cola and facebook deliver customer satisfaction by spreading happiness and connecting individuals through shared experiences

TRUE

a customer who is potentially profitable but not loyal to a firms offerings is referred to as a

butterfly

for the past 9 years, pepsiCo's Doritos brand has held "crash the super bowl" contest in which it invites 30-second ads from customers and runs the best ones during the game. This is an example of _________

consumer generated marketing

the "stop the texts; stop the wrecks" campaign co-sponsored by the Ad council and the National Highway Traffic Safety Admin is an example of a market offering for an

idea