Ch1
1.The production concept and product concept are orientations that can lead to marketing myopia.
Answer
True
2.Today, many firms continue to practice mass marketing.
Answer
False
3. Specific marketing tools designed to build and enhance customer relationships include club marketing programs and frequency programs.
Answer
True
4.Product, price, place and promotion make up the elements of a firm 's marketing mix.
Answer
True
5. When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia.
Answer
False
6. The elements of the extended marketing mix are price, place, promotion and product.
Answer
False
7. The difference between human needs and
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According to the text, the three most commonly used measures of marketing performance are:
Answer
| | share of volume, share of value and brand equity. | | | sales, market share and profits. | | | share of distribution, share of voice and share of wallet. | | | customer lifetime value, share of relationships and customer equity. | | | None of the above. |
21. Consumer research, product development, communication, distribution, pricing, and service are all most accurately described as core ________ activities.
Answer
| | management | | | customer relationship management | | | exchange | | | marketing | | | production |
22. Delighted customers, known as 'customer evangelists ' are more likely to:
Answer
| | engage in repeat purchasing. | | | spread the word about their good experiences with a brand or product. | | | become willing brand partners. | | | All of the above. | | | None of the above. |
23. Which of the following statements is not correct?
Answer
| | It is always appropriate to create a sense of excitement from buying, using and experiencing products. | | | There are instances where creating excitement might be inappropriate. | | | Marketing managers retain customers by ensuring that
According to the marketing dictionary the marketing mix is a combination of marketing elements used in the sale of a particular product. The marketing elements center around four distinct functions, sometimes called the Four Ps: product, price, place (of distribution),
1. The four components of the promotional mix are: personal selling, advertising, publicity and the web
Ben is a 22 year old and works as a photographer. He drinks a lot and goes to parties every single weekend with his friends. Ben has also started using heroin and became addicted to it while trying it out because of his friends. He grew up with his mum and had tough childhood as his mum is a single mum and also was addicted to alcohol. He grew up being exposed to alcohol ever since he was a child and he thinks that drinking alcohol excessively is normal. However, Ben got to the point that he no longer can live without alcohol and heroin and it started to affect his job and
Please ensure work is referenced correctly, reflect on your own practice with the children as much as possible in order to link knowledge and practice. Check spelling and grammar and ensure that professional language is used throughout.
The Remote Deposit Capture Project team is working hard to ensure that the new system meets expectations. Even though you have a detailed scope statement, schedule, and so on, you want to be sure that the project will please key stakeholders, in particular Harold, the project sponsor, and Tricia, the VP of Marketing. Both of these senior managers are very aware of customers’ needs, so it is important that the new service is stable, secure, and easy to use. They both want the remote deposit capture capability to be ready as soon as possible so the
In addition, select an organization with which you are familiar and describe how each one of the four elements of the marketing mix affects the development of the organization’s marketing strategy and tactics.
1) What are the four variables of the marketing mix? Who controls the marketing mix variables? Explain briefly.
Marketing mix -The marketing mix is commonly used marketing term. Its elements are basic, strategic components of a marketing plan. Which is mentioned as the four p’s, which include Price, place, product and promotion. More recently 3 more P’S have been added to the marketing mix which are people, process and physical evidence this is known as the extended marketing mix.
Dubliners is a collection of 15 short stories by James Joyce, first published in 1914. The fifteen stories were meant to be a naturalistic depiction of the Irish middle class life in and around Dublin in the early years of the 20th century.
Marketing Myopia suggests that businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products. The mistake of paying more attention to products a company offers than to the benefits and experiences produced by these products.
23. The four basic components of the marketing mix include all of the following except:
Marketing mix refers to the enterprise for their target market needs, control various marketing factors (product, price, place and promotion) to optimize the combination and comprehensive utilization, in order to accomplish better economic and social benefits (Chai, 2009, p.4). Place and product will be attached more importance in this section.