Marketing
14th Edition
ISBN: 9781259924040
Author: Roger A. Kerin, Steven W. Hartley
Publisher: McGraw-Hill Education
expand_more
expand_more
format_list_bulleted
Concept explainers
Question
Chapter 20.1, Problem 1MM
Summary Introduction
To discuss: Whether person X has sales orientation or customer orientation.
Introduction:
Customer orientation is the aim to satisfy the mutual needs and wants of the customers and to build a long lasting customer relationship.
Sales orientation is the aim to satisfy the short-term interest of the customers and the needs.
Expert Solution & Answer
Want to see the full answer?
Check out a sample textbook solution
Students have asked these similar questions
Online, Mobile, and Social Media Marketing You Are What You Like Marketers have always been interested in buyers’ personality traits and how they influence behaviors, but it is difficult to measure personality. Until now, that is. Online, mobile, and social media technologies are now providing researchers with new tools to predict someone’s personality traits and lifestyle activities. Microsoft and researchers from the University of Cambridge analyzed over 58,000 Facebook users’ “Likes” and developed an algorithm that matched them with demographic information and personality profiles. The resulting personality profiles determined, with over 80 percent accuracy, factors such as users’ gender, ethnicity, religion, sexual orientation, alcohol and drug use, and even whether their parents had separated before they turned 21 years old. Researchers even predicted IQ and found that users with higher IQs like curly fries and those with lower IQs like…
H&M claims that its female consumers are more brand loyal than male. The company’s management may want to determine from time to time whether or not this claim is true. This is an example of
a.
Directional hypothesis
b.
Non directional hypothesis
c.
Relational hypothesis
d.
Alternate hypothesis
Watch the video https://www.youtube.com/watch?v=hXWj5BK7evM and answer the following questions:
1. In not less than 3 sentences, explain your reaction when you saw the RC commercial for the first time?
2. Can you figure out the strategy used by the ad creator that made the RC TV commercial viral? Do you think the strategy is successful? Explain your answer.
Chapter 20 Solutions
Marketing
Ch. 20.1 - Prob. 20.1LOCh. 20.1 - Prob. 20.1LRCh. 20.1 - Prob. 20.2LRCh. 20.1 - Prob. 1MMCh. 20.2 - Prob. 20.2LOCh. 20.2 - Prob. 20.3LRCh. 20.2 - Prob. 20.4LRCh. 20.3 - Prob. 20.3LOCh. 20.3 - Prob. 20.5LRCh. 20.3 - Prob. 20.6LR
Ch. 20.3 - Prob. 20.7LRCh. 20.4 - Prob. 20.4LOCh. 20.4 - Prob. 1MRDCh. 20.4 - Prob. 1MIAMCh. 20.4 - Prob. 20.8LRCh. 20.4 - Prob. 20.9LRCh. 20.4 - Prob. 20.10LRCh. 20 - Prob. 1AMKCh. 20 - Prob. 2AMKCh. 20 - Prob. 3AMKCh. 20 - Prob. 4AMKCh. 20 - Prob. 5AMKCh. 20 - Prob. 6AMKCh. 20 - Prob. 7AMKCh. 20 - Prob. 1BYMPCh. 20 - Prob. 2BYMPCh. 20 - Prob. 3BYMPCh. 20 - Prob. 4BYMPCh. 20 - Prob. 5BYMPCh. 20 - Prob. 1VCCh. 20 - Prob. 2VCCh. 20 - Prob. 3VC
Knowledge Booster
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.Similar questions
- Suppose say you have joined as a marketer in a large multinational company involved in providing mobile service. Your boss asks you to send a report of potential customers. You then prepare a report of people who are unaware of the company’s services and also people who are aware and interested in buying the service. Which of the following sub-variable of segmentation have you used to prepare the report? User status Usage rate Loyalty status Buyer readiness stage Purchase occassionarrow_forwardWhat is the difference between an unconditioned stimulus and a conditioned stimulus? People react to other, similar stimuli in much the same way as they responded to an original stimulus. What is this phenomenon, and how does it work? What are the dangers of advertising wear-out, and how might a marketer avoid it? Advertisers like to use celebrities and well-known faces to help promote their products and services. Is this a good idea? Why are brand marketers concerned with stimulus discrimination? What is the major difference between behavioral and cognitive theories of learning? Name the three stages of information processing as we commit information about products to memory. What is external memory, and why is it important to marketers? How can marketers use sensory memory? What advantages does narrative bring to advertising? List the three types of memory, and explain how they work together. How is associative memory like a spider web? How does the likelihood that a…arrow_forwardSuppose you are the brand manager for ‘ZING”, an unscented deodorant shampoo aimed at Generation-X members. Sales of your product have been declining. Exploratory research suggests your brand is not price competitive. Outline a research plan that would provide you with the information you need to decide what to do. Explain why you selected certain methods and not other ones.arrow_forward
- Explain the concept of the marketing environment and how marketers can use the ‘controllable variables’ within the mix to influence the buyer’s response. Support your answer with relevant examples.arrow_forwardPlease answer these questions -Discuss visitor categories used by marketers today. -Describe the six behavior-based categories identified by McKinsey & Company’s study. -Why is touchpoint consistency an important feature of a company’s relationship with its customers? -Compare and contrast the funnel model of the customer and the customer life-cycle model.arrow_forwardJane employs ambush marketing to help her determine which individuals or organizations are most likely to use the products of her electronic company. Select one: True Falsearrow_forward
- According to Maslow's hierarchy of needs give an example for each level from real life? Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning. Explain with example? What is a value proposition? discuss the five winning value propositions on which company might position its products? Give an example of each As a marketer, you need to target your customer, discuss by defining in which way you can achieve this knowing that you need to consider certain market segmentation. Identify and discuss the stages in the buyer decision process? Explain the major Brand decision strategy decisions with an example of each? Explain how companies attract market segments and choose a market–targeting strategy? Explain briefly what product decisions the company should make at each level?arrow_forwardYou are the new marketing manager for The Westside Coffee Company. You have been tasked with developing a strategic marketing and communications plan to improve store performance. Over the next few weeks, you will develop different elements of your marketing and communications plan. Consumer/Marketplace Insights and Micro-Moments Resource: Read the articles from the University Library. Perform a price/quality segmentation analysis using the resources provided in the University Library. You will need toYou are the new marketing manager for The Westside Coffee Company. You have been tasked with developing a strategic marketing and communications plan to improve store performance. Over the next few weeks, you will develop different elements of your marketing and communications plan. Consumer/Marketplace Insights and Micro-Moments Resource: Read the articles from the University Library. Perform a price/quality segmentation analysis using the resources provided in the University…arrow_forwardMarketing research-oriented management systems might be necessary for business companies to improve communications with customers regarding their services. According to Daniel Burstein, Director of Editorial Content at Marketing Chart, “the amount of channels you can use to communicate with your customers has expanded and continues to grow.” In his recent article about a study investigating American adults about their communication channel preferences, he stated that across every demographic, email was the most popular channel for communication. “For example, 64% of those 55+ preferred postal mail, and 41% in that cohort preferred print media, while 38% of people ages 18-54 preferred postal mail, and 24% preferred print media.” More detailed information is available here What do you think about the study results? How do you think business managers can use the study results to improve communications with their customers?arrow_forward
- Critics say marketing games manipulate customers into givingaway an increasing amount of personal information withoutthe real thrill of game playing. Do you agree? Why or why not?arrow_forwardYou have been hired as a consumer behavior expert for Dayfresh. Dayfresh offers products such as cow milk, lactose free milk and flavored milk in the milk and dairy category.Question: Which sensory stimuli can be used in sensory marketing of your brand? Give example of any one stimulus and how would you use it.arrow_forwardYou are the marketing manager responsible for launching an innovative new product called V Fusion + Energy. You have a challenge to overcome in the marketplace. Nearly 2 in 3 people wish they had more energy, but 40% of consumers do not believe energy drinks are healthy for them. Your Vice President of Beverage Marketing believes this is an opportunity in the marketplace. Your Vice President of Beverage Marketing has asked you to prepare a marketing plan to launch this new brand in the U.S. market. She has asked you to conduct research on 2 of the following: Analyze the marketing environment, including the macroenvironmental factors. Outline what environmental factors you should be aware of and how you will adjust accordingly. Perform a competitive analysis. Who are the firm's competitors and what is their positioning strategy for similar products? What are their marketing tactics? Using the segmentation, targeting, and positioning process outlined in your textbook select your target…arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
Recommended textbooks for you
