SATURN IS “A DIFFERENT KIND OF COMPANY, A DIFFERENT KIND OF A CAR”; THE HUMMER IS “LIKE NOTHING ELSE.” STATEMENTS SUCH AS THESE REFLECT A FIRM’S ________.
All of the following are accurate descriptions of modern marketing EXCEPT which one?
Marketing is the creation of value for customers.
Marketing is used by for-profit and not-for-profit organizations.
Marketing is managing profitable customer relationships.
Marketing involves satisfying customers’ needs.
Selling and advertising are synonymous with marketing.
Consumer research, product development, communication, distribution, pricing and service are
all core ________ activities.
customer relationship management
Which marketing orientation calls for aggressive promotional efforts and focuses on generating
transactions to obtain profitable sales?
Societal marketing concept
Which of the following reflects the marketing concept philosophy?
“We build them so you can buy them.”
“You won’t find a better deal anywhere.”
“We don’t have a marketing department; we have a customer department.”
“We’re in the business of making and selling superior products.”
“When it’s profits versus customers’ needs, profits will always win out.”
Building, keeping and growing profitable relationships by delivering customer value and
satisfaction is called ________.
Customer relationship management
Customer perceived value
Customer lifetime value
You are an assistant marketing director for a firm in a market with many low-margin customers.
What type of relationship would be most profitable for you to develop with these customers?
Which of the following is the total combined customer lifetime values of all a company’s
current and potential customers?
Share of customer
Customer lifetime value
Share of market
Jolene’s firm markets preplanning services for a mortician. She finds that most of her target
market wants to avoid discussing their future funeral needs and she must somehow first get
their attention. Jolene’s firm most likely practices the ________.
social marketing concept
societal marketing concept
The Niketown running club that organizes twice weekly evening runs and follow-up meetings in
the Nike Store is an example of which of the following?
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