Marketing Ch. 1

Ethel and Jan have just started a new company, Jantel, Inc., and are having trouble deciding which marketing path to take to drive sales. Ethel believes they should follow a make-and-sell philosophy that focuses on improving their product, whereas Jan believes they should be more customer-oriented and find the right products for their customers. Which of the following best describes this situation?
Should Jantel, Inc., follow a product or marketing concept?
Which marketing philosophy holds that consumers will favor products that offer the most in quality, performance, and innovative features?
product concept
What is most likely to cause a variation in customer-perceived value?
The customer’s opinion of what constitutes value
Bertram’s Beer structures its company in such a way as to encourage its most profitable older customers to remain loyal while also targeting a new generation of customers. What is Bertram’s Beer attempting to build?
customer equity
Selling and advertising are a part of a larger set of marketing tools that work together to satisfy customer needs and build customer relationships known as
the marketing mix
All of the following are aspects of sustainable marketing except which one?
Observe environmental legislation as it is instituted
What is the ultimate aim of customer relationship management?
produce high customer equity
Scott Frost has been coming to Aldwin’s Diner for 20 years and refuses to go anywhere else. Joseph, the owner of Aldwin’s, loves Scott’s loyalty but admits he purchases only a cup of coffee each visit. Scott would best be described as which of the following?
How has the Internet most affected companies and customers?
The internet has allowed consumers to take marketing content and share it.
Which of the following describes the current trend in businesses regarding relationships with customers?
Hand-pick the most profitable customers and allow them more input
The act of obtaining a desired object from someone by offering something in return is known as which of the following?
an exchange
How do market demands relate to needs and wants?
Needs are satisfied by wants, and buying power converts wants into demand.
Which of the following scenarios best describes the societal marketing concept?
Edward’s Earthware attempts to make its pottery in a way that satisfies customers but is also environmentally friendly and sustainable over the long term.
Vaughn’s Video has suffered in the current economy because fewer people have the money for videos and because fewer people use the technology, given the advance of online streaming sites such as YouTube and Hulu. The videos Vaughn’s Video does sell are often out priced by versions coming from China or Taiwan, or they are accused of being damaging to the environment. Which of the following marketing impacts has not affected Vaughn’s Video?
not-for-profit marketing
Asher Airlines has instituted a loyalty rewards program that rewards customers with seat upgrades and free miles for their continued patronage. What customer relationship tool is Asher Airlines using?
frequency marketing program
What is the importance of selling and advertising in marketing?
They work in tandem with developing good customer relations.
How has the Great Recession of 2008-2009 affected consumers’ attitudes?
Consumers are showing an enthusiasm for frugality.
Why is good marketing management critical?
to ensure that the company serves as many customers as it can and as well as it can
When a company chooses a group of customers to serve, it is engaging in which of the following?
target marketing
Which of the following is not one of the four P’s of the marketing mix?
What is the main problem that sellers suffering from marketing myopia face?
They focus more on products than to the customer’s underlying need.
How does the new concept of marketing differ from the old concept of marketing?
it focuses on the experience of the customer.
The ultimate goal of the marketing process is to do which of the following?
receive value from customers
Julie’s Jump Rope Emporium is a brand new company. From a marketing standpoint, what is the first thing Julie’s Jump Rope Emporium needs to do?
determine who in the community wants or needs a jump rope