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CHAPTER 1
CRS Questions & Answers
MARKETING:
Managing Profitable
Customer Relationships
Your firm’s marketing campaign appeals to your
customers' desire to be perceived as owning the
best in bicycle technology. Your marketing
campaign successfully appeals to consumers':
1.
2.
3.
4.
Needs
Wants
Satisfactions
Demands
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Your firm’s marketing campaign appeals to your
customers' desire to be perceived as owning the
best in bicycle technology. Your marketing
campaign successfully appeals to consumers':
1.
2.
3.
4.
Needs
Wants
Satisfactions
Demands
Wants are shaped by society and described in terms of
objects that will satisfy needs. A need for self-expression
may have translated into the desire described above.
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1-3
Your company offers free maintenance and
repair for the first two years after the purchase
of a bicycle. Therefore, along with the physical
product, you offer an attractive package of:
1.
2.
3.
4.
Values
Ideas
Events
Services
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1-4
Your company offers free maintenance and
repair for the first two years after the purchase
of a bicycle. Therefore, along with the physical
product, you offer an attractive package of:
1.
2.
3.
4.
Values
Ideas
Events
Services
Services are intangible activities or benefits that do not
result in the ownership of anything. Services are often part
of a market offering that includes a physical good.
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1-5
Political campaign managers define the candidate’s
positioning among voters and work on pre-election
rallies during which candidates and supporters deliver
speeches. Campaign managers essentially plan a:
1.
2.
3.
4.
Product
Service
Satisfaction
Promotional Campaign
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1-6
Political campaign managers define the candidate’s
positioning among voters and work on pre-election
rallies during which candidates and supporters deliver
speeches. Campaign managers essentially plan a:
1.
2.
3.
4.
Product
Service
Satisfaction
Promotional Campaign
Market offerings include persons, places, organizations,
information, and ideas. The political campaign manager’s
job is to shape the candidate into a successful “product.”
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1-7
You favor an approach that emphasizes the quality and
new features of your bicycles while your assistant
prefers to emphasize innovative promotion strategies.
Which two marketing concepts are being exhibited?
1.
2.
3.
4.
Marketing and selling
Production and societal marketing
Product and marketing
Product and selling
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1-8
You favor an approach that emphasizes the quality and
new features of your bicycles while your assistant
prefers to emphasize innovative promotion strategies.
Which two marketing concepts are being exhibited?
1.
2.
3.
4.
Marketing and selling
Production and societal marketing
Product and marketing
Product and selling
The product concept emphasizes product quality,
performance, and innovative features. The selling
concept focuses on creating sales transactions.
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1-9
After perfecting a process that reduces the
overall cost of producing customized bikes, you
adopt the ______ concept of marketing,
whereby you offer your products to consumers
at prices below the competition.
1.
2.
3.
4.
Production
Product
Marketing
Societal marketing
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1-10
After perfecting a process that reduces the
overall cost of producing customized bikes, you
adopt the ______ concept of marketing,
whereby you offer your products to consumers
at prices below the competition.
1.
2.
3.
4.
Production
Product
Marketing
Societal marketing
The production concept holds that consumers will favor
products that are available and highly affordable.
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1-11
To reduce the large capacity of bicycles in your
warehouse, you adopt the ___________
concept and attempt to push your products into
the market through heavy advertising.
1.
2.
3.
4.
Production
Product
Selling
Marketing
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1-12
To reduce the large capacity of bicycles in your
warehouse, you adopt the ___________
concept and attempt to push your products into
the market through heavy advertising.
1.
2.
3.
4.
Production
Product
Selling
Marketing
The selling concept focuses on creating sales
transactions rather than on building long-term
profitable customer relationships.
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To save on labor and production costs, you build a
factory in Mexico. However, you provide benefits to
the Mexican workers comparable to those Americans
receive, thus practicing the ________ concept.
1.
2.
3.
4.
Production
Product
Marketing
Societal marketing
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1-14
To save on labor and production costs, you build a
factory in Mexico. However, you provide benefits to
the Mexican workers comparable to those Americans
receive, thus practicing the ________ concept.
1.
2.
3.
4.
Production
Product
Marketing
Societal marketing
Under the societal marketing concept, marketing strategy
delivers value to customers that maintains or improves
both the consumer’s and the society’s well-being.
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In the new digital age, the most important
technology for connecting is:
1.
2.
3.
4.
The Internet
The database
The laptop computer
The fiber optic telephone
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In the new digital age, the most important
technology for connecting is:
1.
2.
3.
4.
The Internet
The database
The laptop computer
The fiber optic telephone
The Internet allows anytime, anywhere connections to
information, entertainment, and communications.
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Kodak continued to focus on producing
traditional film-based cameras long after
competitors introduced digital models. Kodak
suffered from:
1.
2.
3.
4.
Marketing myopia
Poor partner relationship management
Outside-in perspective
Customer driven strategy
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1-18
Kodak continued to focus on manufacturing
traditional film-based cameras long after
competitors introduced digital models. Kodak
suffered from:
1.
2.
3.
4.
Marketing myopia
Poor partner relationship management
Outside-in perspective
Customer driven strategy
Kodak ignored consumers’ desire for digitized photos that
could be printed at home or shared over the Internet.
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Your bicycle firm keeps a database of those who
send in their warranty cards. Customers receive
quarterly cycling newsletters, special discounts, and
access to a password protected cycling-related Web
site. Your firm is engaging in:
1.
2.
3.
4.
Caring capitalism
Customer relationship management
Partner relationship management
Not-for-profit marketing
Copyright 2007, Prentice-Hall Inc.
1-20
Your bicycle firm keeps a database of those who
send in their warranty cards. Customers receive
quarterly cycling newsletters, special discounts, and
access to a password protected cycling-related Web
site. Your firm is engaging in:
1.
2.
3.
4.
Caring capitalism
Customer relationship management
Partner relationship management
Not-for-profit marketing
CRM deals with all aspects of acquiring, keeping, and
growing customers. The newsletter and Web site help retain
customers, while discounts help to grow the business.
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