Marketing Recap Chap 1

Which value proposition is difficult to sustain in the long​ run?

• More for less

• More for more

• The same for less

• More for the same

________ are collections of info obtained from data sources within the​ company's network.

• Causal research reports

• Internal databases

• Marketing information systems

• Exploratory research reports

Competitive marketing intelligence uses​ ________ data sources.

• expensive

• internal

• publicly available

• competitor's internal

Which of the following proposals is not a secondary data source?

• Observations in a research laboratory.

• The Ipsos consumer panels.

• Studies by the INS (Institut National de la Statistique).

• The magazine “60 millions de consommateurs”.

Companies like​ IBM, Walmart, and Intel now look beyond economic gain​ and, in their marketing strategies they also consider the​ well-being of​ customers, the depletion of natural​ resources, the viability of​ suppliers, and the interests of the local community. This reflects which marketing​ philosophy?

• The selling concept

•  The societal marketing concept

• The product concept

• The production concept

True or False?: A wide range of items, including public figures, images, logos, musical bands, services, and products, can be bought and sold.

• False

• True

Within the Marketing process, concrete decisions relating to products, prices, distribution and communication strategies are part of:

• the strategic planning

• the operational marketing

• the control phase

• the construction of the marketing strategy

True or False: Customer is who pays the price and Consumer is the one that consumes the product. Sometimes it's the same person but no every time.

• True

• False

The abbreviation MIS stands for Marketing Intelligence System

• True

• False

PERCEIVED VALUE is the perception by customers of what they get (PERCEIVED BENEFITS) for what they give (PERCEIVED COSTS)

• True

• False