Chapter 1 ia1mm06h_ch01.01m
Dr. Kim meets with drug reps to learn about the latest, most effective pharmaceutical products for his cardiac patients. He communicates the benefits to his patients when he prescribes them. However, many drug companies used ads that are directly targeted to consumers. The ads are placed on television and on social media websites. As much as direct- to-consumer pharma ads annoy physicians, they attest to the power of marketing because the ads result in _____
patients asking their doctors for specific brand names
Some museums believe they don't need marketing. They think people should appreciate their exhibits and, if they don't, it's because the public is not very sophisticated. During the pandemic, many museums closed while others tried to put exhibits online using Zoom. Some museums offered live-streamed concerts to expand their membership base through marketing. It can be said that marketing has helped some museums _________.
stay competitive
Target is a customer-centered company which tries to put the customer first in every aspect of the company. The CMOs at Target feel that principles of marketing are so important that everyone's job entails some marketing—namely, every Target employee has to think about the customer. This example shows that marketing is more of a philosophy that incorporates all of the following EXCEPT ____. a. a company mind-set "to build a better mouse trap" b. a way to identify customers' needs and wants c. a view that goes beyond production and sales d. a way to think about business
a. a company mind-set "to build a better mouse trap"
Ali is a brand manager at the Sports Are Fun sporting goods company. Part of his responsibility is to hire employees who will excel in their jobs and generate sales for the company. Ali's CEO has given hiring advice on how to be successful in his job. What would that advice most likely be?
Put yourself in the shoes of your customers.
"To maximize value to our shareholders, we should charge different prices to different customer segments." This perspective believes that "the end justifies the means."
Teleological ethics or consequentialism
Laura wants to develop a marketing plan for her new business. She isn't sure where to start, but Laura does know that a company that really listens to its customers will be able to deliver goods and services that please those customers. Laura understands that the best marketers put themselves in the place of their customers. To elaborate on her marketing strategy and develop a particular marketing plan, Laura shoud start with _____.
a situation analysis
According to the Marketing Framework, the context includes all of the following EXCEPT: a. Global collaborators b. Environmental factors c. Economic d. Legal constraints
Global collaborators
Katrina is a new grad with a degree in Communication. She wants to work for a local television station in her community. She prepares for her interview by watching videos on interviewing techniques and also sets up practice interviews with a friend. The friend offers feedback so Karen can hone her interviewing skills. This example shows that _______.
Katrina is marketing herself
Companies should group their customers and _____. Then they should create a position in the marketplace.
figure out which group to target
Pedro works as a marketing manager in a restaurant. He oversees the waiters, makes sure the weekly special is advertised correctly, and keeps the prices competitive. He put a suggestion box in the restaurant so that customers can voice their opinions on the quality of the food and the live of service. Pedro is participating in ________.
services marketing
Franco is developing a marketing segmentation plan for his designer eyeglass company. His eyeglasses are pricey compared to the competition, so Franco wants to appeal to a high-income marketing segment. He plans to use census data to identify his potential customers. When Franco prepares his marketing segmentation plan, he must make sure that
the segments are well-defined
Carol owns an interior design company in Utah. She markets her services throughout the state. As a marketer, Carol is motivated to translate her company's progress into financial terms. Carol realizes that technology and data are increasingly offering her more opportunities to capture valuable data. Carol utilizes a Customer Relationship Management program (CRM) for all of the following reasons EXCEPT ______. a. CRM allows marketers to design products b. CRM allows marketers to assess a new promotion c. CRM allows marketers to track clickstream Web data d. CRM allows marketers to determine the most attractive product combinations
a. CRM allows marketers to design products
Debbie has been hired as a marketinng consultant for a sporting goods company. Debbie is an avid soccer player who has played on a local team for several years. As an athlete, Debbie often buys athletic sportswear. Even though Debbis is a consumer of athletic products, her point of view has changed since she has become a marketing consultant. Debbie now needs to understand marketing from the _______.
firm's point of view
At Disney World, when Rocket escapes, he commandeers a gantry lift and enlists your help on a harrowing mission to rescue his fellow Guardians. Prepare to unleash intergalactic mayhem from the top of the fortress to the bottom, as one of Star-Lord's awesome mixtapes blasts a classic tune! With incredible special effects, appearances by popular characters, music inspired by the soundtracks from the movies, thrilling free-fall drop sequences and 6 different storylines to experience, this adventure breaks out all the big thrills! This example shows that ________.
marketing includes experiences
Medical Center Hospital is launching a stop-smoking campaign aimed at teenagers. Many teens start smoking in high school to impress their friends and look cool. The campaign is designed to point out dangers of smoking and show testimonials of those who developed lung cancer as a result of smoking. This stop-smoking campaign is an example of _________.
non-profit cause marketing