Marketing ch 1

60) Which of the following is an example of consumer-generated marketing? A) Cristal, a jewelry store, uses its page on Facebook to provide information about its upcoming products to its customers. B) Figa, a leading provider of athletic shoes, helps its customers customize their shoes on its Web site and choose personalized settings. C) Fun & Run, a local amusement park, promotes its services by allowing consumers to upload videos and write reviews about the park. D) Barton's, a local pet supply store, rewards frequent buyers with vouchers and exclusive offers. E) Energix, a manufacturer of soft drinks, attracts customers through televised advertisements.

, Answer: C

Apple encourages customers to form local Apple user groups. This is an example of a A) business partnership program B) joint venture C) club marketing program D) consumer-generated marketing program x E) strategic alliance

C

A market is a segment of potential consumers who share a common need or want.

True

OImaginative Web sites, smartphone apps, and social media allow marketers to deliver messages that are direct and personal so consumers can A) live the brand B) sustain the brand C) deliver the brand D) enhance the brand E) establish the brand

A) live the brand

The ultimate aim of customer relationship management is to A) produce high customer equity B) divide markets into distinct segments C) evaluate customer lifetime value D) turn "strangers" into "butterflies" E) evaluate current sales share

Answer: A

Which of the following concepts calls for sustainable marketing? A) the societal marketing concept B) the marketing concept C) the selling concept D) the production concept E) the product concept

Answer: A

JetBlue's promise to put "You Above All" by "bringing humanity back to travel" is their A) value proposition B) segmentation strategy C) market offering A D) selling concepty E) production concept

Answer: A:

) Cylog, a leading provider of personal computer systems, began manufacturing tablet devices after predicting a future consumer need for portability. Which of the following was most likely implemented by Cylog? A) the selling concept B) customer-driving marketing C) the product concept D) sustainable marketing E) the production concept

Answer: B

Dollar General profitably appeals to families with more modest means. The retailer's approach is most likely referred to as A) mass distribution B) cost leadership C) consumer-generated marketing D) target marketing E) undifferentiated marketing

Answer: D

Mattel's American Girl Doll creates special between the dolls and the girls who adore them. A) service offeringsx B) benefits C) wants D) values E) brand experiences

Answer: E

Customer evangelists are those who A) use personal selling methods to market products and services b)spread the word about their good experiences with a brand or product C) use their expertise to influence people about specific products D) work with quality-assurance teams to improve product safety E) evaluate newly launched products in the marketplace

B

marketing is perhaps the fastest-growing marketing platform. A) Online B) Social media C) Mobile D) Web site E) Blog

C) Mobile

refers to working closely with people inside and outside the company to jointly bring more value to customers. A) Demand management B) Customer-generated marketing C) Integrated communication D) Partner relationship management E) Channel value proposition

D

Efforts to convert into loyal customers are rarely successful. A) barnacles B) strangers C) true believers D) laggards E) butterflies

E) butterflies

65) Stew Leonard's has created what has been the "Disneyland of Dairy Stores," complete with costumed characters, scheduled entertainment, and a petting zoo. It's built 30 additions onto the original store, which now serves more than 300,000 customers each week. This legion of loyal shoppers is largely a result of the store's passionate approach to customer service. Instead of focusing on individual transactions, Stew and his staff are putting a priority on A) decreasing customer-perceived value x B) managing partner relationships? C) attracting "butterflies" D) converting "strangers" into "butterflies" K E) capturing customer lifetime value

E) capturing customer lifetime value

Club marketing programs reward customers who buy frequently or in large amounts. Answer:

FALSE