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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 ________. A) need B) value C) demand D) market offering E) desire

C. demand

Imaginative 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 bran

________ are defined as states of felt deprivation. A) Needs B) Ideas C) Demands D) Values E) Exchanges

A. needs

________ are the form human needs take as they are shaped by culture and individual personality. A) Wants B) Necessities C) Services D) Benefits E) Risks

A. wants

Consumers' needs and wants are fulfilled through ________. A) value B) demand C) desire D) market offerings E) ideas

D. market offerings

According to the five-step model of the marketing process, the first step in marketing is ________. A) capturing value from customers to create profits and customer equity B) constructing an integrated marketing program that delivers superior value C) engaging customers, building profitable relationships, and creating customer delight D) understanding the marketplace and customer needs and wants E) designing a customer-driven marketing strategy

D. understanding the marketplace and customer needs and wants

What is marketing? Briefly describe the marketing process.

Marketing can be defined as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The marketing process consists of five steps. In the first four steps, companies work to understand consumers, create customer value, and build strong customer relationships. In the final step, companies reap the rewards of creating superior customer value. By creating value for consumers, they in turn capture value from consumers in the form of sales, profits, and long-term customer equity.

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 E) strategic alliance

c. club marketing program

The "Stop the Texts. Stop the Wrecks." campaign co-sponsored by the Ad Council and the National Highway Traffic Safety Administration is an example of a marketing offering for a(n) ________. A) product B) person C) idea D) place E) organization

c. idea

Marketing is primarily concerned with engaging customers and secondarily with managing profitable customer relationships. T/F

false