MKTG-3010 Video Cases
In addition to selling food, drink, and a variety of items that feature its popular logo, Eskimo Joe's offers its customers a valuable experience, known as its ______________.
Market offering
The owners of Eskimo Joe's understand the customers' needs and wants by sensing and responding to those needs, indicating that Eskimo Joe's assumes which philosophy?
Marketing concept
Kevin Kern described Konica/Minolta's use of commercials, newspapers, social media, and other media to control the marketing message. Which marketing concept was he referring to?
Marketing mix
Under the previous CEO, Konica/Minolta's management determined it was time to invest in __________ by offering new products to the technology market.
product development
Several individuals and groups, including the President of The United States, were outraged that Burger King defected to Canada. People such as these are included in which of the following aspects of Burger King's marketing environment?
Publics
Eskimo Joe's is an important part of the community, including customers' lives and customer involvement, which indicates Eskimo Joe's is involved in _________________.
Customer engagement marketing
Eskimo Joe's food, logo products, and overall experience keeps customers loyal and coming back time and time again. Such customer loyalty increases __________________.
Customer lifetime value
Eskimo Joe's offers food, spirits, and logo merchandise to customers, who in turn, offer Eskimo Joe's money. What is this relationship known as?
Exchange
Prior to changing its product offerings and realigning its business units, managers at Konica/Minolta most likely first performed which of the following to determine those units that were profitable and those that should be phased out or realigned?
Perform a portfolio analysis.
Konica/Minolta focuses one of its business units on medical and healthcare groups. These groups make up one of Konica/Minolta's __________.
market segment
Konica/Minolta hopes to create customer value through its mission, strategic goals and objectives, marketing mix, and other marketing tools. This collective effort is known as Konica/Minolta's __________.
marketing strategy
