Marketing Tutorial

Ngoc Anh has just bought a Cosmopolitan magazine and read it for the first time.  She found that the magazine has good contents and many interesting issues beyond her expectation.  The magazine has achieved _________.

• Societal marketing concept

• Product development

• Relationship

• Customer satisfaction

We have learned by sad experience that the product concept can lead to marketing ___________.

•             failures

•            myopia

• problems

•             incongruence

ANZ has announced a donation of US$87,000 to support communities in Indonesia, Philippines, Vietnam, Cambodia, and Laos which have been impacted by Typhoon Ketsana.  The statement above illustrates that ANZ applies the__________.

• Production concept

• Societal MKT concept

• Marketing concept

• Selling concep

• Product concept

The ___________ involves five steps. The first four steps create value for customers. First, marketers need to understand their customer’s ______________ and __________________. Next marketers design a marketing strategy with the goal of getting, keeping and growing _______________________ which are the group of customers that share common needs or characteristics that the company decides to serve. In the third step, marketers make a marketing program that actually offers ____________________. All of these steps form the basis of the next step which is building ________________________ and creating ________________________. In the final step, the company gets the _____________________ of strong customer relationships by capturing value from customers.

(a)  

To practise the marketing concept, an organization must deliver the ________________ better than competitors.

•            desired satisfactions

• attractive prices

• level of service

• advertising campaign

Nguyen’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. Nguyen’s firm is practising the ____________.

• Selling concept

• relationship concept

• MKT concept

• Product concept

For months Thuy Linh has wanted to buy an iPhone4. Now that she has finally saved enough money from her part-time job she has the buying power to purchase the phone she has dreamed about. Thuy Linh’s want now has become a ________.

• Demand

• Need

• Necessity

• None of the above

It is safe to say that today’s most important marketing concept is customer relationship management.

• True

• False

• None of the Above

The selling concept holds that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort.

• True

• False

• None of the Above

The five alternative concepts under which organizations conduct their marketing activities include the production, (a)   , selling, marketing, and societal marketing concepts.