市场营销-题库 22页

市场营销-题库20)________isthesetofbenefitsacompanypromisestodelivertoitsconsumerstosatisfytheirneeds.A)Amoney-backguaranteeB)LowpricingC)GoodcustomerserviceD)AvaluepropositionE)AnattributeAnswer:DDiff:1PageRef:9Skill:ConceptAACSB:CommunicationObjective:1-322)Whichofthefollowingmarketingmanagementorientationsfocusesprimarilyonimprovingefficienciesalongthesupplychain?A)productionconceptB)productconceptC)sellingconceptD)marketingconceptE)societalmarketingconceptAnswer:ADiff:3PageRef:10Skill:ConceptObjective:1-323)Whichofthefollowingmarketingmanagementconceptsismostlikelytoleadtomarketingmyopia?A)customer-drivenmarketingB)customer-drivingmarketingC)societalmarketingD)sellingE)productAnswer:EDiff:2PageRef:10Skill:ConceptObjective:1-324)Whichofthefollowingmarketingmanagementconceptsismostcloselyalignedwiththephilosophyofcontinuousproductimprovementandthebeliefthatcustomerswillchooseproductsthatofferhighquality,performance,andinnovativefeatures?A)productB)productionC)customerD)marketing22Copyright©2011PearsonEducation,Inc.\nE)promotionAnswer:ADiff:2PageRef:10Skill:ConceptObjective:1-330)Afirmthatusesthesellingconcepttakesa(n)________approach.A)outside-inB)customer-drivenC)inside-outD)marketingconceptE)customerserviceAnswer:CDiff:2PageRef:11Skill:ConceptObjective:1-331)Whichofthefollowingreflectsthemarketingconceptphilosophy?A)"Wedon'thaveamarketingdepartment,wehaveacustomerdepartment."B)"We'reinthebusinessofmakingandsellingsuperiorproducts."C)"Webuildthemsoyoucanbuythem."D)"Whenit'sprofitsversuscustomers'needs,profitswillalwayswinout."E)"Youwon'tfindabetterdealanywhere."Answer:ADiff:2PageRef:11Skill:ConceptObjective:1-346)Frequentflyerprogramsofferedbyairlinesareanexampleofa________.A)frequencymarketingprogramB)basiccustomerrelationshipC)clubmarketingprogramD)consumer-generatedmarketingprogramE)structuralbenefitprovidedfortopcustomersAnswer:ADiff:1PageRef:16Skill:ConceptObjective:1-54)Through________,manycompaniestodayarestrengtheningtheirconnectionstoallpartners,fromprovidersofrawmaterialsandcomponentstofinalbuyerswhopurchasefinalproducts.A)supplychainmanagementB)directmarketingC)partnershiprelationshipmarketingD)customizedmarketingE)deviatedmarketingAnswer:ADiff:1PageRef:2022Copyright©2011PearsonEducation,Inc.\nSkill:ConceptObjective:1-479)Thedifferencebetweenhumanneedsandwantsisthatneedsarenotinfluencedbymarketers.Answer:TRUEDiff:2PageRef:6Skill:ConceptObjective:1-283)Whensellersfocusonexistingneedsandlosesightofunderlyingcustomerwants,theysufferfrommarketingmyopia.Answer:FALSEDiff:3PageRef:7Skill:ConceptObjective:1-20)Amy'slawofficehasdevelopedanewformatandwordingforwills.Thestaffbelievestheyofferthemostinquality,performance,andinnovativefeatures.Herlawofficeispracticingtheproductionconcept.Answer:FALSEDiff:2PageRef:10Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-394)Product,price,place,andpromotionmakeuptheelementsofafirm'smarketingmix.Answer:TRUEDiff:1PageRef:12Skill:ConceptObjective:1-399)Acustomer-centeredorganizationseekstomaximizecustomersatisfaction.Answer:FALSEDiff:3PageRef:16Skill:Concept106)Brieflycompareandcontrasttheconceptsofneeds,wants,anddemands,givinganexampleofeach.Discusshowtheseconceptsrelatetomarketingpractices.Answer:Humanneedsarestatesoffeltdeprivation.Needsarepartofthehumanmake-up;theyarenotcreatedbyexternalforces.Humanshaveabasicphysicalneedforfood,clothing,warmth,andsafety;abasicsocialneedforbelongingandaffection;andabasicindividualneedforknowledgeandself-expression.Unlikeneeds,wantsarenotinnate;instead,wantsareneedsshapedbyculture,society,andindividualpersonality.Forexample,anAmericanneedsfoodbutwantsaBigMacandasoftdrink.AnAmericanwithtendollarsneedsfood,wantsaBigMacandsoftdrink,anddemandslunchatMcDonalds.Wantsbecomedemandswhentheyarebackedby22Copyright©2011PearsonEducation,Inc.\nconsumers'buyingpower.Marketersconductextensiveresearchtounderstandcustomers'wantsanddemands.Theythenattempttofulfillcustomers'wantsanddemandsthroughtheirmarketofferings.Diff:2PageRef:6Skill:ApplicationAACSB:AnalyticSkillsObjective:1-207)Inashortessay,explainhowandwhymarketersgobeyondsellingaproductorservicetocreatebrandexperiences.Answer:Sellersaremosteffectivewhentheyfocusmoreonthebenefitsandexperiencesproducedbytheirproductsandservicesthanonthespecificproductsandservicesthemselves.Smartmarketersfocusoncreatingabrandexperience,incorporatingseveralproductsandservicesfortheircustomers.Bydoingso,marketershopetoincreasecustomersatisfaction,creatingabodyofcustomerswhowillrepeatedlypurchasetheirmarketofferingsandrecommendthoseofferingstofriends.Diff:2PageRef:7Skill:ApplicationAACSB:CommunicationObjective:1-2108)Comparethesellingandmarketingconcepts,listingthekeycomponentsofeachphilosophy.Answer:Thesellingconceptreflectsaninside-outphilosophy,whilethemarketingconcepttakesanoutside-inperspective.Thesellingconceptistypicallypracticedwhenanorganizationismarketingproductsorservicesthatbuyersdonotnormallythinkofpurchasing,suchasinsuranceorblooddonation.Aggressivesellingfocusesoncreatingsalestransactionratherthanonbuildinglong-termrelationshipswithcustomers,withtheaimofsellingwhatthecompanymakesratherthanmakingwhatthecustomerwants.Themarketingconcept,ontheotherhand,isbaseduponidentifyingtheneedsandwantsoftargetmarketsandthensatisfyingthoseneedsandwantsbetterthancompetitorsdo.Incontrasttothesellingconcept,marketingfocusesonthecustomer,nottheproduct,andthepathtoprofits.Diff:2PageRef:10-11Skill:ApplicationAACSB:AnalyticSkillsObjective:1-3109)Brieflyexplainthesocietalmarketingconcept.Giveanexampleofanorganizationthathaseffectivelyusedthesocietalmarketingconcept.Answer:Accordingtothisconcept,firmswillsucceediftheytakeunderlyingconsumerneedsandsociety'swellbeingintoaccountoverthelongterm.Apuremarketingconceptcandamageconsumers'long-runwelfarebyfocusingexclusivelyonsatisfyingconsumers'short-runwants.Overalongperiodoftime,thistoo-narrowfocuscanbedamagingtothecompany.Insettingtheirmarketingstrategies,marketerstodayneedtobalancecompanyprofits,consumerwants,andsociety'sinterests.Johnson&Johnsonisanexampleofacompanythathassuccessfullyimplementedthesocietalmarketingconcept.Theorganizationstresseshonesty,integrity,andputtingpeoplebeforeprofits,anethicthathelpedJohnson&JohnsonquicklyaddressandrecoverfromthepoisonoustamperingofTylenolcapsulesin1982.Diff:2PageRef:11-1222Copyright©2011PearsonEducation,Inc.\nSkill:ApplicationAACSB:EthicalReasoningObjective:1-322Copyright©2011PearsonEducation,Inc.\n110)Oneofthemajordevelopmentsinmarketingcanbesummedupinoneword:relationships.Definecustomerrelationshipmanagementanditsassociatedtoolsandlevelsofrelationships.Answer:CustomerRelationshipManagement(CRM)istheprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.Acompanywithmostlylow-margincustomersislikelytoseekbasicrelationships,usingbrand-buildingadvertisingandsalespromotion.Anorganizationwithfewcustomersandhighmargins,ontheotherhand,willworktocreatekeypartnershipswithselectcustomers.Tocreatestrongerbondswithcustomers,somemarketersusetoolssuchasfinancialbenefitsorrewardsbasedonfrequencyofpurchase.Othertoolsincludesocialbenefits,likeofferingkeycustomerstheopportunitytonetworkandcreatecommunitiesthroughclubmarketingprograms.Toretaincurrentcustomersandremainprofitable,companiestodayaregoingbeyondtransactionalmarketingtocustomerrelationshipmanagement.Thekeyistocreateandsustainrelationshipsforthelongterm.Diff:2PageRef:13-17Skill:ApplicationAACSB:CommunicationObjective:1-4111)Theaimofcustomerrelationshipmanagementistocreatenotjustcustomersatisfaction,butcustomerdelight.Explain.Answer:Customersatisfactioncannotbetakenforgranted.Becausebrandloyaltyisdependentuponstrongcustomersatisfaction,companiesstrivetoretain,satisfy,andevendelightcurrentcustomers.Firmscreatecustomerdelightbypromisingonlywhattheycandeliverandthendeliveringmorethanwhattheypromised.Theyalsocreateemotionalrelationshipswithkeycustomers.Delightedcustomersmakerepeatedpurchasesandbecomecustomersforlife.Moreimportantly,theyalsoessentiallybecomeanunpaidsalesforceforthefirmas"customerevangelists"whotellotherpotentialcustomersabouttheirpositiveexperienceswiththeproduct.Diff:2PageRef:14-16Skill:ApplicationAACSB:CommunicationObjective:1-4112)Inashortessay,discusstheopportunitiesandadvantagesthatnewcommunicationtechnologieshavecreatedformarketers.Answer:ThroughtheInternetandrelatedtechnologies,peoplecannowinteractindirectandsurprisinglypersonalwayswithlargegroupsofothers,fromneighborswithinalocalcommunitytopeopleacrosstheworld.Withcommunicationtechnologiessuchase-mail,blogs,Websites,onlinecommunities,onlinesocialnetworks,andTwitter,today'smarketersincorporateinteractiveapproachesthathelpbuildtargeted,two-waycustomerrelationships.Marketerscancreatedeeperconsumerinvolvementandasenseofcommunitysurroundingabrand,makingabrandameaningfulpartofconsumers'conversationsandlives.However,whilenewcommunicationtoolscreaterelationship-buildingopportunitiesformarketers,theyalsocreatechallenges.Theygiveconsumersagreatervoice,andthereforegreaterpowerandcontrolinthemarketplace.Today'sconsumershavemoreinformationaboutbrandsthaneverbefore,andtheyhaveawealthofplatformsforairingandsharingtheirbrandviewswithotherconsumers.Thisbenefitscompanieswhenviewsofitsproductsarepositive,butcanbedamagingwhencustomerssharestoriesof22Copyright©2011PearsonEducation,Inc.\nnegativeexperienceswithacompany'sproducts.Diff:2PageRef:18-19Skill:ApplicationAACSB:UseofITObjective:1-4113)Definecustomerequityandexplainwhyitisimportanttoacompany.Answer:Customerequityisthesumofthelifetimevaluesofallacompany'scurrentandpotentialcustomers.Customerequityisdependentuponcustomerloyaltyfromafirm'sprofitablecustomers.Becausecustomerequityisareflectionofacompany'sfuture,companiesmustmanageitcarefully,viewingcustomersasassetsthatneedtobemaximized.Diff:1PageRef:22Skill:ApplicationAACSB:AnalyticSkillsObjective:1-4114)Inashortessay,describeandcomparethefourtypesofcustomersclassifiedbytheirpotentialprofitabilitytoanorganization.Identifyhowanorganizationshouldmanageeachtypeofcustomer.Answer:Thefourtypesofcustomersarestrangers,butterflies,truefriends,andbarnacles."Strangers"havelowpotentialprofitabilityandloyalty.Acompany'sofferingsdonotfitwellwithastranger'swantsanddemands.Companiesshouldnotinvestinbuildingarelationshipwiththistypeofcustomer.Anothertypeofcustomerinwhichacompanyshouldnotinvestisthe"barnacle."Barnaclesarehighlyloyalbutnotveryprofitablebecausethereisalimitedfitbetweentheirneedsandthecompany'sofferings.Thecompanymightbeabletoimprovebarnacles'profitabilitybysellingthemmore,raisingtheirfees,orreducingservicetothem.However,iftheycannotbemadeprofitable,theyshouldbe"fired."Likestrangers,"butterflies"arenotloyal.However,theyarepotentiallyprofitablebecausethereisagoodfitbetweenthecompany'sofferingsandtheirneeds.Likerealbutterflies,thistypeofcustomerwillcomeandgowithoutbecomingapermanent,loyalconsumerofacompany'sproducts.Companiesshouldusepromotionalblitzestoattractthesecustomers,createsatisfyingandprofitabletransactionswiththem,andthenceaseinvestinginthemuntilthenexttimearound.Thefinaltypeofcustomersis"truefriends";theyarebothprofitableandloyal.Thereisastrongfitbetweentheirneedsandthecompany'sofferings,sothecompanyshouldmakecontinuousrelationshipinvestmentsinanefforttogobeyondsatisfyingandtodelightthesecustomers.Acompanyshouldtrytodelighttruefriendssotheywilltellothersabouttheirgoodexperienceswiththecompany.Diff:2PageRef:22-23Skill:ApplicationAACSB:AnalyticSkillsObjective:1-4115)ExplainhowtheInternethastransformedthewayinwhichwedobusinesstoday.Answer:TheInternetlinksindividualsandbusinessesofalltypestoeachother.TheInternetallowsfirmsaccesstoexcitingnewmarketspaces.TheInternethasspawnedanentirelynewbreedof"clickonly"companies–the"dot-coms."Thepost-Internetfrenzyofthelate1990shasintroducedcompaniesthatarebothsavvyandfacepromisingfutures.ThesecompaniesuseasetofnewWebtechnologiestoreachcustomers,includingblogs(weblogs),cellphones,videogames,22Copyright©2011PearsonEducation,Inc.\nandsocialnetworkingsites."Brick-and-mortar"companiesofthepastarenow"click-and-mortar"companies,withonlinepresencesaimedatattractingnewcustomersandstrengtheningbondswithcurrentcustomers.Approximately70%ofAmericanInternetusersnowshoponline,makingaWebpresenceanecessityforanyorganization.Diff:1PageRef:27-28Skill:ApplicationAACSB:UseofITObjective:1-5116)GregWilliamsnowhasthebuyingpowertopurchasethecomputersystemhehaswantedforthelastsixmonths.Greg'swantnowhasbecomea________.A)needB)necessityC)demandD)satisfierE)transactionAnswer:CDiff:1PageRef:6Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-2117)HenryFord'sphilosophywastoperfecttheModel-Tsothatitscostcouldbereducedfurtherforincreasedconsumeraffordability.Thisreflectsthe________.A)productconceptB)marketingconceptC)societalmarketingconceptD)productionconceptE)sellingconceptAnswer:DDiff:3PageRef:10Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-3118)Railroadswereonceoperatedbasedonthethinkingthatuserswantedtrainsratherthantransportation,overlookingthechallengeofothermodesoftransportation.Thisreflectsthe________.A)productconceptB)productionconceptC)sellingconceptD)marketingconceptE)societalmarketingconceptAnswer:ADiff:3PageRef:10Skill:ApplicationAACSB:ReflectiveThinking22Copyright©2011PearsonEducation,Inc.\nObjective:1-3119)Jolene'sfirmbelievesthatconsumerswillnotbuyenoughofitsproductsunlessthefirmundertakesalarge-scalesellingandpromotioneffort.Jolene'sfirmispracticingthe________.A)productionconceptB)marketingconceptC)sellingconceptD)relationshipconceptE)socialadvertisingcampaignAnswer:CDiff:1PageRef:10Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-3120)Whichofthefollowingphrasesreflectsthemarketingconcept?A)Thesupplierisking.B)Marketingshouldbeviewedashuntingandnotgardening.C)ThisiswhatImake,won'tyoupleasebuyit?D)ThisiswhatIwant,won'tyoupleasemakeit?E)noneoftheaboveAnswer:DDiff:3PageRef:10-11Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-3121)MarieOrtizenjoysherworkatFuturisticDesigns,Inc.Herorganizationunderstandsandanticipatescustomerneedsevenbetterthancustomersthemselvesdoandcreatesproductsandservicestomeetcurrentandfuturewantsanddemands.Marie'sfirmpractices________marketing.A)customer-drivenB)customer-drivingC)societalD)donorE)noneoftheaboveAnswer:BDiff:2PageRef:11Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-322Copyright©2011PearsonEducation,Inc.\n122)Somefast-foodrestaurantsoffertastyandconvenientfoodataffordableprices,butindoingsotheycontributetoanationalobesityepidemicandenvironmentalproblems.Thesefast-foodrestaurantsoverlookthe________philosophy.A)marketingconceptB)productconceptC)productionconceptD)societalmarketingconceptE)sellingconceptAnswer:DDiff:2PageRef:11Skill:ApplicationAACSB:EthicalReasoningObjective:1-3123)TheNiketownrunningclubthatorganizestwiceweeklyeveningrunsforNikecustomersisanexampleofa________.A)frequencymarketingprogramB)basiccustomerrelationshipC)clubmarketingprogramD)consumer-generatedmarketingprogramE)structuralbenefitprovidedfortopcustomersAnswer:CDiff:2PageRef:16Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-4124)Youhavejusttakenanewpositioninanorganizationandyou'relearningaboutthejobfunctionsofyournewcolleagues.Youobservethatyourmarketingmanagerisheavilyinvolvedintheprocessofbuildingandmaintainingprofitablecustomerrelationships.Yourmarketingmanagerfrequentlyspeaksabouttheneedtodeliversuperiorcustomervalueandsatisfaction.Yourmanagerisconcernedwithwhichoneofthefollowing?A)databasemanagementB)WebsitehitsC)thesocietalmarketingconceptD)not-for-profitmarketingE)customerrelationshipmanagementAnswer:EDiff:1PageRef:13Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-422Copyright©2011PearsonEducation,Inc.\n125)SallypurchasedBrandXlotion.IncomparingherperceptionofhowthelotionperformedtoherexpectationsforBrandXlotion,Sallywasmeasuringherlevelof________.A)customerperceivedvalueB)customersatisfactionC)exchangeD)demandE)customerlifetimevalueAnswer:BDiff:2PageRef:14Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-4126)TommyGrayattemptstodelivercustomersatisfactioneverydayinhisAudioExpressionsinstallationbusiness.Thekeytothisgoalistomatchthecustomer-perceivedperformanceofhisproductwith________.A)company-perceivedperformanceB)customervaluesC)customerexpectationsD)relationshiplevelsE)companyexpectationsAnswer:CDiff:2PageRef:14Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-4127)ShaniaworkshardtofosteranemotionalrelationshipbetweenherInternetcustomersandthebeautyproductsandservicesthatsheandherstaffsell.Bypromotingacompanyculturethatvaluesexceptionalvalueandservice,Shaniaaimstocreate________bygoingbeyondtheexpected.A)customerdelightB)customersatisfactionC)customerequityD)customervalueE)customerloyaltyAnswer:ADiff:2PageRef:14Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-422Copyright©2011PearsonEducation,Inc.\n128)Youareanassistantmarketingdirectorforafirminamarketwithmanylow-margincustomers.Whattypeofrelationshipwoulditbemostprofitableforyoutodevelopwiththesecustomers?A)fullpartnershipsB)basicrelationshipsC)clubprogramsD)selectiverelationshipsE)communityrelationshipsAnswer:BDiff:2PageRef:16Skill:ApplicationAACSB:AnalyticSkillsObjective:1-4129)PeteSanchez,arecentgraduateofbusinessschool,hasadifferentapproachthanhismarketingmanager,whobelievesinkeepingcustomersatarm'slengthandusingmassmediaadvertising.Peteknowsthattodayfewsuccessfulfirmsstillpracticethistypeoftrue________andareinsteadturningtoselectiverelationshipmanagement.A)clubmarketingB)frequencymarketingC)massmarketingD)customersatisfactionE)marketingsegmentingAnswer:CDiff:2PageRef:17Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-4130)MembersofthesalesteamatDekkoInternationalvisitonlyprospectivecustomerswhopurchaseaminimumof$50,000ofinsulatedwireperyear.Dekkoisusing________.A)customerprofitabilityanalysisB)customer-managedrelationshipsC)aclubmarketingprogramD)partnerrelationshipmanagementE)supplychainmanagementAnswer:ADiff:2PageRef:17Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-422Copyright©2011PearsonEducation,Inc.\n131)Elisandra,amarketingmanagerataregionalchainrestaurant,hasdecidedtocreateacontestcallingforcustomerstocreatecommercialsfortherestaurant.Winningentrieswillbepostedontheorganization'shomepage.Elisandra'splanisanexampleof________.A)consumer-generatedmarketingB)partnerrelationshipmanagementC)customerlifetimevalueD)communitydevelopmentaroundabrandE)shareofcustomerAnswer:ADiff:2PageRef:19Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-4132)SuzieChanstrengthenshercompany'sconnectionsbytreatingsuppliersofrawmaterials,vendors,anddistributorsaspartnersindeliveringcustomervalue.Whattypeofmanagementisshepracticing?A)outsidepartneringB)insidepartneringC)marketingD)supplychainE)customerdevelopmentAnswer:DDiff:2PageRef:20Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-4133)AtGina'sNails,thepostedpolicyis"Withoutourcustomers,wedon'texist."Ginaandherstaffaimtodelighteachcustomer,andtheyarequicktoofferdiscountsorextraserviceswheneveracustomerisanythinglessthansatisfied.Insteadoffocusingoneachindividualtransaction,Ginaandherstaffputapriorityon________.A)maintainingcustomer-perceivedvalueB)managingpartnerrelationshipsC)attracting"butterflies"D)converting"strangers"E)capturingcustomerlifetimevalueAnswer:EDiff:2PageRef:21Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-422Copyright©2011PearsonEducation,Inc.\n134)Afia,ateamleaderinchargeofcustomerrelationshipmanagement,isplanningstrategiesforimprovingtheprofitabilityofherfirm'sleastprofitablebutloyalcustomers.Sheisalsoexaminingmethodsfor"firing"customersinthisgroupwhocannotbemadeprofitable.Towhichofthefollowingcustomerrelationshipgroupsdothesecustomersbelong?A)butterfliesB)truefriendsC)strangersD)barnaclesE)short-termcustomersAnswer:DDiff:2PageRef:23Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-4135)Yourstate'sdepartmentofeducationhasbudgetedasignificantamountofmoneyforaradio,print,television,andonlineadvertisingcampaignemphasizingthelong-termbenefits,botheducationalandprofessional,ofreadingeveryday.Thisisanexampleofa(n)________campaign.A)ethicalB)socialmarketingC)for-profitD)consumer-generatedE)differentiatedAnswer:BDiff:2PageRef:30Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-5136)ThemanagementteamatBigBurritos,anewfast-foodrestaurant,wantstodevelopanewmarketingplan.WhatwouldamarketingmanagertellBigBurritos'managementteamtheirtwofoldgoalofmarketingshouldbe?Answer:Thetwofoldgoalofmarketingistoattractnewcustomersbypromisingsuperiorvalueandtokeepandgrowcurrentcustomersbydeliveringsatisfaction.Diff:2PageRef:4Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-1137)Cultureandindividualpersonalityshapehumanneedsintowants.Whattransformswantsintodemands?Answer:Wantsbecomedemandswhentheyarebackedbypurchasingpower.Diff:2PageRef:6Skill:ApplicationAACSB:AnalyticSkillsObjective:1-222Copyright©2011PearsonEducation,Inc.\n138)Howmightaselleravoidmarketingmyopia?Answer:Sellersshouldconsidertheparticularbenefitsandexperiencesproducedbytheirproducts,ratherthanfocusingprimarilyonthespecificproductstheyoffer.Inaddition,sellersmustnotlosesightofunderlyingcustomerneeds.Diff:2PageRef:7Skill:ApplicationAACSB:AnalyticSkillsObjective:1-2139)Howmightamanufactureroftentsandcampingequipmentcreatebrandexperiencesforconsumers?Answer:Amanufacturerofcampingequipmentmightproducetents,sleepingbags,cookingequipment,andotheritemsthatareintegraltothecampingexperience.Thenthemanufacturermightmarkettheseproductsandrelatedservices,suchascampingcommunitiesoraninformationalcampingWebsite,tosatisfythetotalcampingneedsoftheircustomers.Diff:3PageRef:7Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-2140)Amodernmarketingsystemreliesonprofitablerelationships,includingtherelationshipbuyershavewithsellers.Forexample,anorganization'spurchasingagentsmustidentifysellersandnegotiateforbeneficialterms.Consideringthis,whatmightWal-Martrelyoninordertoofferlowprices?Answer:Wal-Martmustrelyonsuppliersthatwillprovidemerchandiseatlowcosts.Diff:2PageRef:8Skill:ApplicationAACSB:AnalyticSkillsObjective:1-2141)ThemarketingteamatBeadBeautiful,alineofjewelrytargetedatpre-teenagegirls,ismeetingtoformulatetheproducts'valueproposition.WhatshouldteammembersconsiderastheydefineavaluepropositionforBeadBeautiful?Answer:InconsideringBeadBeautiful'svalueproposition,themarketingteamshouldidentifythebenefitsandvaluesthecompanypromisestodelivertocustomerstosatisfytheirneeds.ThevaluepropositionshoulddifferentiateBeadBeautifulfromothersimilarproducts,answeringthecustomer'squestion"WhyshouldIbuythisbrandratherthanacompetitor's?"Diff:2PageRef:9Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-322Copyright©2011PearsonEducation,Inc.\n142)WhendemandforBeanieBabieswasatitshighest,manufacturerspurposefullymaintainedstrongdemandbylimitingsupply,whichdrovethepriceofBeanieBabiesup.ExplainhowthesemanufacturerswereNOTcarryingouttheproductionconcept.Answer:Theproductionconceptholdsthatconsumersfavorproductsthatareavailableandaffordable.Accordingtothisconcept,manufacturersworktoincreaseproductionandimprovemanufacturingefficiency.BeanieBabiesmanufacturerspurposefullylimitedproduction,makingtheirproductslessavailableandlessaffordable,atechniquethatcontradictsthephilosophyoftheproductionconcept.Diff:3PageRef:10Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-3143)CompanyXcarriesorganizationalandofficesuppliesandfollowsthesellingconcept.ExplainhowCompanyXmaylosesightofcustomerrelationshipswiththeirmarketingorientation.Answer:Thecompany'saimistosellitssuppliesratherthanmakewhatthemarketwants.Diff:2PageRef:10Skill:ApplicationAACSB:AnalyticSkillsObjective:1-3144)Manycompanies,suchasSouthwestAirlines,takeanoutside-inperspective.Howdosuchcompaniesaddresstheircustomers'desires?Answer:Companiesthatapplythemarketingconcept,anoutside-inperspective,beginwithresearchingandunderstandingtheneedsofawell-definedmarket.Thesecompaniesthenintegrateallthemarketingactivitiesthatwillaffecttheirtargetedcustomers,creatingstrongrelationshipsbasedonidentifyingcustomerneedsanddeliveringcustomervalueandsatisfaction.Diff:2PageRef:11Skill:ApplicationAACSB:AnalyticSkillsObjective:1-3145)Anineteenth-centurystreetvendorinLondonsang,"Whowillbuymyfresh,redroses?"Didthevendortakeanoutside-inorinside-outperspective?Explain.Answer:Thevendor'sapproachwasinside-out.Theroseswerepickedandavailable,sotheywereanexistingproduct.Thevendor'sjobwasthentoattractwillingbuyersforthisexistingproductratherthandeterminewhathiscustomerswantedandprovideaproducttosatisfythatwant.Diff:3PageRef:11Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-322Copyright©2011PearsonEducation,Inc.\n146)Explainwhyelectronicsandpharmaceuticalsmanufacturersmayusecustomer-drivingmarketing.Answer:Insuchindustriesthatevolvesoquickly,consumersdonotknowexactlywhatispossibleorwhattheymaywantinthefuture.Whencustomersdon'tknowwhatnewproductsareavailableandhowthoseproductsmightfittheircurrentandfutureneeds,companiesmayusecustomer-drivingmarketingtoleadcustomerstotheproductstheywantbeforetheyevenknowtheywantthem.Diff:3PageRef:11Skill:ApplicationAACSB:AnalyticSkillsObjective:1-3147)CompanyABCimplementsitsmarketingstrategythroughawell-definedandcompletemarketingmix.WhatelementsdoesCompanyABCaddressinitsmarketingmix?Answer:Aspartofitscompletemarketingmix,CompanyABChascreatedamarketingofferthatsatisfiesanidentifiedcustomerneed(product),determinedasellingprice,decidedhowtodistribute(place)theoffer,andcommunicatedwiththetargetcustomerabouttheoffer(promotion).Diff:2PageRef:12-13Skill:ApplicationAACSB:CommunicationObjective:1-3148)Whatdetermineswhethersellerscreatebasicrelationshipsorfullpartnershipswithcustomers?Answer:Thetypeofrelationshipasellerseekstocreatewithitscustomersisdependentonthenumberofcustomersandtheirprofitability.Acompanywithmanylow-margincustomersdevelopsbasicrelationships.Diff:2PageRef:16Skill:ApplicationAACSB:AnalyticSkillsObjective:1-4149)Explainwhyasupermarketownermightconsidercustomerlifetimevaluewhenadisgruntledcustomerleavesthestoredissatisfied.Answer:Customerlifetimevalueistheentirestreamofpurchasesacustomerwouldmakeoveralifetime.Ifasupermarketcustomerisdissatisfiedanddecidestoshopforhisorherweeklygrocerieselsewhere,theownerdoesnotloseonlytheprofitfromoneweek'sworthofgroceries.Instead,theownerlosesthepossibleprofitofaweek'sworthofgroceriesforeachandeveryweek–uptoalifetimeofweeks–thedissatisfiedcustomertakeshisorherbusinesselsewhere.Diff:2PageRef:21Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-422Copyright©2011PearsonEducation,Inc.\n150)TheElectronicEdge,aretailchainthatsellsalltypesofelectronics,wantstoincreaseitsshareofcustomer.Whatstepsshouldthecompanytaketoachievethisgoal?Answer:TheElectronicEdgecanoffergreatervarietytocustomers,encouragingthemtobuymoreproducts.Also,thecompanycantrainemployeestocross-sellandup-sellinordertomarketadditionalandmoreexpensiveproductsandservicestoexistingcustomers.Diff:2PageRef:21Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-4151)Explainwhatmarketerscanexpectfromindividualsinthecustomerrelationshipgroupclassifiedas"butterflies."Answer:"Butterflies"areprofitablebutnotloyal.Marketersshouldenjoythistypeofcustomer"forthemoment"becausetheysoonflutteroff.Marketersshouldcreateprofitableandsatisfyingtransactionswith"butterflies,"thenceaseinvestinginthemuntilthenexttimearound.Marketerscanexpecttransactionswithbutterflieswhenconditionsareoptimalforthecustomer,buttheyshouldnotexpectbutterfliestobecomeloyalcustomers.Diff:2PageRef:23Skill:ApplicationAACSB:AnalyticSkillsObjective:1-4152)Ableworksinthemarketingdepartmentofaninternationalcompany.InwhatwaysmightAbleusemoderntechnologiestoconductmarketresearchinordertolearnmoreaboutandbetterservehiscompany'scustomers?Answer:Ablecouldusevideoconferencingtomonitorcustomerfocusgroupsdiscussingthecompany'sproductsandservicesinvariouslocations.Ablecoulduseonlinedataservicestolearnmoreabouttheneedsandwantsofhiscustomers,orhecouldcreateacustomerdatabaseforthecompanytotargetindividualcustomerswithtailoredoffers.Diff:2PageRef:27Skill:ApplicationAACSB:UseofITObjective:1-5153)Inwhatwaysmightevenalocalretailerfinditselftouchedbyglobalcompetition?Answer:Alocalretailermighthaveglobalsuppliersandcustomers.Theretailer'sgoodsmaycomefromabroad,orcomponentsofthosegoodsmaybeproducedorassembledabroad.Inaddition,alocalretailermaysellgoodsovertheInternettointernationalcustomers.Diff:2PageRef:28Skill:ApplicationAACSB:AnalyticSkillsObjective:1-522Copyright©2011PearsonEducation,Inc.\n154)Ifafirmpractices"caringcapitalism"initssocialresponsibilityefforts,wheredoesthefirmplaceitsfocus?Answer:Suchfirmsfocusonthesocialimpactoftheiractions,distinguishingthemselvesbybeingcivic-mindedandsociallyresponsible.Theymaybuildsocialresponsibilityintotheircompanyvalueandmissionstatements.Diff:2PageRef:29Skill:ApplicationAACSB:EthicalReasoningObjective:1-5155)Howismarketingbeingappliedinthenot-for-profitsector?Answer:Firmsinthenot-for-profitsectormayusemarketingtoenhancetheirimagesortoattractmembershipsanddonors.Someorganizations,suchasgovernmentagencies,maydesignsocialmarketingcampaignstoencouragespecificcauses.Diff:2PageRef:29Skill:ApplicationAACSB:AnalyticSkillsObjective:1-522Copyright©2011PearsonEducation,Inc.\nScenarioCarolVeldt,ownerofSeagullTerrace,watchedherinvestmentgrowfromasmall,seasidemoteltoathrivingyear-roundresortinjustafewyears.AtopabluffoverlookingtheMainecoast,SeagullTerracehadattractedthousandsofvisitsduringthesummermonths,butthenfacedatremendousdownturninbusinessduringthewintermonths."But,giventheindustryinthenearbytowns,verylittleyear-roundcompetition,andourcloseproximitytoPortland,"Caroladded,"Icouldn'tunderstandwhyseasonalityhadtohitSeagullTerracesohard!"SoCarolspentherfirstwinterdevisinganewmarketingplan.Sheputtogetherapromotionalpackagedesignedtoattractbusinesstravelersyear-round.Carol'splan,then,involvedaseasonalpromotionalgimmick–tobeimplementedfromearlywintertolatespring–thatwouldattractthesamenumbersasthelargesummercrowd.Herideaworked!Duringhersecondwinter,Carolgreetednumerousbusinesstravelers–bothsatisfiedrepeatguestsaswellasnewguests–whohadbeensnaggedbyherpromotionalappeals."Westillhavealongwaytogo,"Caroladmitted."Ourdelicatessenoffersdeliciousentrees,butwe'dliketoexpandthat.Weprovidehealthclubprivilegesoff-site,butwe'dliketoeventuallyprovideourown.ThesearegoalsIhopetoachieveinafewyears.Ourfirstproject,however,includedarenovationofourguestroomsandI'mquiteproudoftheresults."Carolthenadded,"Actuallytherearesomanypossibilities!Withanindoorpoolarea,Iwilleventuallyofferweekendget-awaysthroughoutwinter."156)Basedonthemarketingprocess,whatareCarolVeldt'sstrengths?Answer:Carolcandrawuponmanybusinessresources,includingherfacilityandlocation.Insteadofmassmarketing,shefocusedoncustomerrelationshipsandwasabletounderstandhercustomers'needsandwants.Usingthatunderstanding,shedeliveredsuperiorvaluethroughhermarketingprogram,whichcreatedcustomerdelight.Diff:1PageRef:6Skill:ApplicationAACSB:AnalyticSkillsObjective:1-2157)WhatisincludedinthemarketingofferingatSeagullTerrace?Answer:SeagullTerraceprovidesactivitiesandamenities–suchasadelicatessen,healthclubprivileges,andrenovatedrooms–thatmakeanight'sstaymoresatisfying.Thesevariousactivitiesandamenitiesaresoughtbytwotargetedgroups–seasonalvisitorsandyear-roundbusinesstravelers.Diff:2PageRef:6Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-222Copyright©2011PearsonEducation,Inc.\n158)HowisCarolVeldtattemptingtocreateabrandexperienceforhervisitors?Answer:Carolisattemptingtoincludenumerousservicesandamenitiesforhervisitors.Eventually,everythingthevisitorswantorneedwillbeofferedatSeagullTerrace.Diff:2PageRef:7Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-2159)DefinethetargetmarketatSeagullTerrace.Answer:Twotypesofguestarebeinglured:seasonalvisitorsduringthesummerandyear-roundbusinesstravelers.Diff:1PageRef:9Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-3160)InwhatwaysmightCarolVeldtbeimplementingtheproductconcept?Answer:Carolunderstandsthatguestswillfavorservicesthatofferthemostinqualityandinnovativefeatures.Carol'sstrategycurrentlyfocusesonmakingcontinuousimprovements,suchasincludinganindoorpool.Diff:3PageRef:10Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-3161)InwhatwaysmightCarolVeldtbeimplementingthesellingconcept?Answer:CarolunderstandsthatthesuccessofSeagullTerrace,assheviewsit,requiresalarge-scalesellingeffortwithpromotional"gimmicks."Diff:3PageRef:10Skill:ApplicationAACSB:ReflectiveThinkingObjective:1-3162)HowmightthemarketingmixatSeagullTerracedifferbetweenitstwotargetmarkets?Answer:Businesstravelersmaybeofferedadiscountbusinessrate;obviously,thepromotionaltacticwilldifferfortheseguests.Summerguestsmaypayhigherrates,butthebeautyofMaine'scoastandthebeach,aswellasSeagullTerrace'svarietyofservices,willbethemainattractions.Inaddition,theplacementofadvertisingwilllikelybedifferenttoreachthetwogroups.Diff:2PageRef:12-13Skill:ApplicationAACSB:AnalyticSkillsObjective:1-322Copyright©2011PearsonEducation,Inc.\n163)HowshouldCarolVeldtguaranteecustomersatisfaction?Answer:Carolshouldattempttocreateservicesandamenitiesthatexceedbuyerexpectations.Gatheringandrespondingtofeedbackfromcustomersisonemethodfordeterminingcustomerexpectationsandhowthey'vebeensatisfied.Diff:2PageRef:14Skill:ApplicationAACSB:AnalyticSkillsObjective:1-4164)ExplainhowCarolVeldtisengaginginpartnerrelationshipmanagement.Explainhowthiscouldbeenhanced.Answer:GuestsatSeagullTerracecurrentlyreceivehealthclubprivilegesatanearbyhealthfacility.GuestsduringthesummercouldreceivesailboatrentalsthroughsucharrangementsDiff:3PageRef:19-20Skill:ApplicationAACSB:AnalyticSkillsObjective:1-4165)HowcouldCarolVeldtuseWeb2.0andWeb3.0tostrengthenrelationshipswithcustomersandattractnewcustomerstoSeagullTerrace?Answer:Answerswillvary.CarolcoulduseTwitterorablogtokeepcustomersup-to-datewithspecialeventsandday-to-dayhappeningsatSeagullTerrace.ShealsocouldbuildthecommunityofSeagullTerracecustomersbyusingsocialnetworkingsites.Diff:3PageRef:27-28Skill:ApplicationAACSB:AnalyticSkillsObjective:1-522Copyright©2011PearsonEducation,Inc.