MKT 2013 (CHAPTER 1)

The marketing manager at Sunshine Car Washes is holding a training session for new employees. She stresses that perhaps the most important concept of modern marketing is __________-.

• customer relationship management

• e-mail advertising

• properly trained sales people

You have learned at work that today’s successful companies at all levels have one thing in common: they are strongly customer focused and heavily committed to _____.

• increasing wealth to stockholders

• marketing

• employee motivation

Highly successful companies know that if they take care of their customers,

_____ will follow.

• market share and profits

• frequent word of mouth

• profits

Smart marketers look beyond the attributes of the products and services they sell.

They create brand _____ and brand _____ for consumers.

• meaning; experiences

• recognition; preference

• awareness; preference

_____ means managing markets to bring about profitable exchange relationships

by creating value and satisfying needs and wants.

• Promoting

• Marketing

• Relationship marketing

The five alternative concepts under which organizations conduct their marketing activities include the production, _____, selling, marketing, and societal marketing

• promotion

• distribution

• product

Jolene’s firm believes that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort. Jolene’s firm is practicing the _____.

• product concept

• marketing concept

• selling concept

The societal marketing concept seeks to establish a balance between consumer short-run wants and consumer_____.

• short-run costs and profits

• short-run ethics

• long-run welfare

Customers buy from stores and firms that offer the highest _____.

• level of customer satisfaction

• customer perceived value

• value for the dollar

Shania works hard with her Internet customers to create an emotional relationship for her customers with the products and services she and her staff sell. She and her staff have created _____.

• customer delight

• customer satisfaction

• customer value