MRK 2100 CH 11

A marketing effort sponsored by an organization that solicits responses from individuals who share common interests and activities is called _____ marketing.

• affinity
• frequency
• internal
• inclusive

_____ assist marketers by providing software when it is needed to capture, manipulate, and analyze masses of consumer data.

• Application service providers
• Data harvesters
• Data aggregators
• DBMS administrators

Whirlpool and Sears are working in collaboration with each other in order to forecast, plan, and replenish the merchandise in the store. This strategy is referred to as:

• CPFaR.
• buzz marketing.
• internal marketing.
• VMI.

_____ describes the extent to which buyers of a product or a service are content with their purchases.

• Customer satisfaction
• Average propensity to consume
• Customer lifetime value
• Market cognizance

_____ is the process of rejuvenating lost relationships with customers.

• Customer win-back
• Customer polarization
• Customer acquisition
• Customer orientation

The term “internal partnership” refers to the relationship of an organization that involves:

• customers within the organization.
• competitors who form a monopoly.
• partner firms in the supply chain.
• ultimate customers who are the end users of the product.

Which of the following is one of the four major categories that define the business market?

• Governmental organizations
• Stock exchanges
• Labor unions
• Lobbying groups

_____ involves connecting directly with existing and potential customers through nonmainstream channels.

• Grassroots marketing
• Viral marketing
• Interactive marketing
• Buzz marketing

A _____ is a strategic relationship that extends to external entities but involves no direct buyer-seller interactions.

• lateral partnership
• network partnership
• buyer partnership
• seller partnership

The tagline used by Blue Jet cleaners, “Pay for Performance.” is an example of a positioning strategy that is based on _____.

• price/quality
• product homogeneity
• product users
• competitors