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MKT 370.,
Ch 1.. fail
| Question | Answer |
|---|---|
| Rather than a random activity, good marketing requires _____ in determining appropriate actions to produce sound decisions. | thoughtful planning |
| The ____ addresses how the product will be designed, how much it should cost, how it will be promoted and how it will get to consumers. | marketing plan |
| The goal of the marketing exchange is that the parties to the transaction be _____. | satisfied |
| Understanding consumers' _____ is fundamental to marketing success. | needs and wants |
| Crest toothpaste targets different consumer _____ by offering different types of toothpaste for smokers than it does for children based on their differing needs and wants. | segments |
| At the most basic level, marketing involves _____ between the buyer and the seller so that each is better off as a result. | exchanges |
| The _____ consists of the product, price, place, and promotion of an offering. | marketing mix |
| When San Pellegrino water creates value through its brand image, it is doing so through which of the following element of the four Ps? | Product |
| Apple's iPad is an example of which of the following types of marketing offerings? | Goods |
| When an optical center provides eye exams and new contact lenses as its offering, it is an example of which the following combinations? | Goods and services |
| A group that sponsors bike helmet poster contests for children to promote bicycle safety is providing which of the following marketing offerings? | Ideas |
| Which of the following marketing mix variables is involved in the capture of value in the marketing exchange? | Price |
| Which of the marketing mix elements corresponds to what the buyer gives up in the marketing exchange? | Price |
| Which of the marketing mix variables represents all the activities necessary to get the right product to the right customer when the customer wants it? | Place |
| When marketers communicate the value proposition, it involves the _____ element of the marketing mix. | promotion |
| How do firms that adopt the value-based marketing orientation create value for their customers? | Consider how to deliver the core benefits to balance all costs incurred by customers. |
| Which of the following is one of the core practices among value-oriented marketers? | Constantly measure benefits that customers receive against the costs of offerings. |
| Recently, it has become important for value-oriented marketers to _____ with customers. | move toward a relational perspective from a transactional orientation |
| When companies work collaboratively to buy and sell, transport, and store merchandise through a channel of distribution, it involves the entire _____ for goods and services. | supply chain |
| Because marketers have founded many great companies, marketing is considered a cornerstone of _____. | entrepreneurship |
Created by:
person555