Marketing an Introduction, Gary Armstrong
Chapter 1: Managing profitable customer relationships
Chapter 1: Managing profitable customer relationships
Kartei Details
| Karten | 46 |
|---|---|
| Sprache | English |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 15.04.2013 / 28.06.2022 |
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Which of the following is central to any definition of marketing?
At home, at school, at work, and at the local supermarket, Europeans see _____ almost everywhere they go.
According to the simple five-step model of the marketing process, a company needs to _____ before designing a customer-driven marketing strategy.
When backed by buying power, wants become ________.
When marketers set low expectations for a market offering, they run the risk of ________.
In addition to attracting new customers and creating transactions, the goal of marketing is to ________ customers and grow their business
Consumer research, product development, communication, distribution, pricing, and service are all core ________ activities.
In the case of excess demand, ________ may be required to reduce the number of customers or to shift demand temporarily or permanently
Selecting which segments of a population of customers to serve is called ________.
________ is the set of benefits a company promises to deliver its consumers to satisfy their needs
Which of the following marketing management concepts is most likely to lead to marketing myopia?
The product concept says that a company should ________.
The ________ concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfaction better than competitors do.
Which of the following reflects the marketing concept philosophy?
When customers don't know what they want or don't even know what's possible, the most effective strategy is ________ marketing.
The ________ concept holds that firms must strive to deliver value to customers in a way that maintains or improves both the consumer's and society's well being.
The set of marketing tools a firm uses to implement its marketing strategy is called the ________.
Building, keeping, and growing profitable value-laden relationships with all customers of a company is called ________
To capture the full essence of customer relationship management, which of the following should a marketing manager take into consideration?
Customers buy from stores and firms that offer the highest ________.
Which of the following is the term for customers who make repeat purchases and tell others about their positive experiences with a product or service?
Frequent flyer programs offered by airlines are an example of a _______
Which of the following has not contributed to the deeper, more interactive nature of today's customer relationships?
Greater consumer control means that companies must rely more on marketing by ________ than by ________.
Through ________, many companies today are strengthening their connections to all partners, from providers of raw materials to components to final products that are carried to final buyers.
When an airline goes after a "share of travel" from its customers, it is attempting to increase ________
The ultimate aim of customer relationship management is to produce ________
Which of the following is currently the fastest-growing form of marketing?
As part of the rapid globalization of today's economy, companies are selling more locally produced goods in international markets and ________.
Gianfranco Brown now has the buying power to purchase the computer system he has wanted for the last six months. Gianfranco's want now has become a ________.
To avoid traffic gridlock in large metro areas, a community might use ________ to discourage travelers from driving during peak commuting hours.
Railroads were once operated based on the thinking that users wanted trains rather than transportation, overlooking the challenge of other modes of transportation. This reflects the ________.
You have just taken a new position in an organization and you're learning about the job functions of your new colleagues. You observe that your marketing manager is heavily involved in the process of building and maintaining profitable customer relationships. Your marketing manager frequently speaks about the need to deliver superior customer value and satisfaction. Your manager is concerned with which one of the following?
The __________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will chose products that offer high quality, performance, and innovative features.
Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain?
_________ is the act of obtaining a desired object from someone by offering something in return
A firm that uses the sellinc concept takes a(n) ________ approach
The final step in the marketing process is ___________.
According to management guru Peter Drucker, "the aim of marketing is to __________."
Marie Oriitz enjoys her work at Futuristic Designs. Her organization understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future wants and demands. Marie's firm practices _________ marketing.
