努组词-矫情的近义词

terms refers to a customer's evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers?
A) customer-perceived value
B) customer-oriented brand equity
C) customer-perceived performance
D) customer-oriented promotional mix
E) customer-oriented price mix
Answer: A
Page Ref: 13
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing


28) Nickson released a new range of watches that were titled after the famous mountaineer Adam Wills. These new watches were promoted through claims that the design is a favorite of Adam Wills who used a similar watch designed by Nickson for its high durability and quality on his expeditions. Such a measure to entice customers to buy one's products aims at creating ________.
A) customer equity
B) relationship marketing campaign
C) customer-perceived value
D) equitable relationship
E) societal marketing campaign
Answer: C
Page Ref: 13
Difficulty: Challenging
Chapter LO: 4
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing
29) Sally purchased the newly launched "Jolie" lotion. By attempting to find out if the lotion's perceived performance matches her expectations, Sally was measuring her level of customer ________.
A) perceived value
B) satisfaction
C) equity
D) engagement
E) lifetime value
Answer: B
Page Ref: 14
Difficulty: Challenging
Chapter LO: 4
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing

30) Ryan attempts to deliver customer satisfaction every day in his installation business, Audio Expressions. The key to achieving this goal is to match the customer-perceived performance of his product with ________.
A) company projections
B) customer values
C) customer expectations
D) customer relationship levels
E) company expectations
Answer: C
Page Ref: 14
Difficulty: Challenging
Chapter LO: 4
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing

31) Bill recently bought a BMW M3. Bill had several preconceived notions on the elegance and reliability of the car. After the purchase, he discovered that the car had a lot more attributes than he initially perceived. Hence, it created an emotional relationship with the car resulting in ________.
A) customer delight
B) customer satiety
C) customer equity
D) customer value
E) customer engagement
Answer: A
Page Ref: 14
Difficulty: Challenging
Chapter LO: 4
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing
32) Which of the following terms refers to the customers who make repeat purchases and tell others about their positive experiences with a product or service?
A) hyper-satisfied customers
B) customer evangelists
C) viral marketing
D) relationship partners
E) social customers
Answer: B
Page Ref: 14
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the
s of marketing

39) ________ describes a longer channel, stretching from raw materials to components to final products that are carried to final buyers.
A) The supply chain
B) Direct marketing
C) Partnership relationship marketing
D) DSS
E) CRM
Answer: A
Page Ref: 20
Difficulty: Easy
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing


40) The final step in the marketing process is ________.
A) capturing value from customers
B) constructing an integrated marketing program
C) building profitable relationships with the customers
D) understanding the marketplace
E) designing a customer-driven marketing strategy
Answer: A
Page Ref: 20
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing
41) At Ken's boutique, the policy statement posted in the reception states that "Without our customers, we don't exist." Ken and his staff aim to delight each customer and they are quick to offer discounts or extra services whenever a customer is anything less than satisfied. Instead of focusing on each individual transaction, Ken and his staff are putting a priority on ________.
A) maintaining customer-perceived value
B) managing partner relationships
C) attracting "butterflies"
D) converting "strangers" into "butterflies"
E) capturing customer lifetime value
Answer: E
Page Ref: 21
Difficulty: Challenging
Chapter LO: 4
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing

42) ________ refers to the portion of the customer's purchase that a company gets in its product categories.
A) Value proposition
B) Share of customer
C) Brand equity
D) Customer ownership
E) Customer equity
Answer: B
Page Ref: 21
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing


43) ________ is the total combined customer lifetime values of all the company's current and potential customers.
A) Share of customer
B) Customer payoff
C) Customer equity
D) Customer cardinality
E) Customer perceived value
Answer: C
Page Ref: 22
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing

44) The ultimate aim of customer relationship management is to produce ________.
A) high customer equity
B) high current market share
C) steady sales volume
D) high customer payoff
E) profit maximization
Answer: A
Page Ref: 22
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing
45) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. Based on this classification, you should avoid ________ and shouldn't invest anything in them.
A) barnacles
B) strangers
C) butterflies
D) true believers
E) true friends
Answer: B
Page Ref: 22-23
Difficulty: Easy
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing


46) Customers can be
classified into four relationship groups, according to their profitability and projected loyalty. According to this classification, a highly profitable, short-term customer is known as a ________.
A) true friend
B) butterfly
C) stranger
D) barnacle
E) true believer
Answer: B
Page Ref: 23
Difficulty: Easy
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing

47) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. With reference to this classification, a firm should turn true friends into ________, who come back regularly and tell others about their good experiences with the company.
A) barnacles
B) butterflies
C) strangers
D) true believers
E) stars
Answer: D
Page Ref: 23
Difficulty: Easy
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing
48) Carla, a team leader in charge of customer relationship management, is planning strategies for improving the profitability of her firm's least profitable but loyal customers. She is also examining methods for "firing" customers in this group who cannot be made profitable. To which of the following customer relationship groups do these customers belong?
A) butterflies
B) true friends
C) strangers
D) barnacles
E) short-term customers
Answer: D
Page Ref: 23
Difficulty: Challenging
Chapter LO: 4
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing


49) Which of the following has been the most common consumer response to the economic downturn that began in 2008?
A) spending more on luxury items
B) discontinuing any spending on luxury items
C) spending less and choosing products more carefully
D) spending more on leisure and travel
E) saving more and spending more on grocery items
Answer: C
Page Ref: 24
Difficulty: Easy
Chapter LO: 5

50) Your state's department of health has budgeted a significant amount of money for a radio, print, television, and online advertising campaign emphasizing the ill effects of smoking. This is an example of a(n) ________ campaign.
A) ethical
B) social marketing
C) for-profit
D) consumer-generated
E) differentiated
Answer: B
Page Ref: 28
Difficulty: Challenging
Chapter LO: 5
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing
51) With its marketing strategy chosen, the company constructs an integrated marketing program consisting of a blend of marketing mix elements called the ________, that transforms the marketing strategy into real value for customers.
A) three stars
B) customer values
C) four Ps
D) perceived attributes
E) five domains
Answer: C
Page Ref: 29
Difficulty: Moderate
Chapter LO: 5
Course LO: Discuss the fundamental concepts of marketing


52) Marketing is managing profitable customer relationships.
Answer: TRUE
Page Ref: 5
Difficulty: Moderate
Chapter LO: 1
Course LO: Discuss the fundamental concepts of marke
he fundamental concepts of marketing
77) Through consumer-generated marketing, consumers themselves are playing a bigger role in shaping their own brand experiences and those of others.
Answer: TRUE
Page Ref: 19
Difficulty: Easy
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing

78) In addition to being good at customer relationship management, marketers must also work closely with others inside and outside the company to jointly bring more value to customers.
Answer: TRUE
Page Ref: 20
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing

79) Success at delivering customer value rests on how well their entire supply chain performs against competitors' supply chains.
Answer: TRUE
Page Ref: 20
Difficulty: Easy
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing

80) Customer equity is a measure of the past value of the company's customer base.
Answer: FALSE
Page Ref: 22
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing


81) Customers can be classified into four relationship groups, according to their profitability and projected loyalty. With reference to this classification, "barnacles" are potentially profitable but not loyal.
Answer: FALSE
Page Ref: 23
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing

82) Ever since the Great Recession, marketers are focusing on value-for-the-money, practicality, and durability in their product offerings and marketing pitches.
Answer: TRUE
Page Ref: 24
Difficulty: Easy
Chapter LO: 5
Course LO: Discuss the fundamental concepts of marketing

83) Most traditional brick-and-mortar companies have now become click-and-mortar companies.
Answer: TRUE
Page Ref: 27
Difficulty: Easy
Chapter LO: 5
Course LO: Discuss the fundamental concepts of marketing
84) In the final step, the company reaps the rewards of its strong customer relationships by capturing value from customers.
Answer: TRUE
Page Ref: 30
Difficulty: Moderate
Chapter LO: 5
Course LO: Discuss the fundamental concepts of marketing

85) What is marketing? Briefly describe the marketing process.
Answer: We define marketing as the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. The marketing process consists of five steps. In the first four steps (Understand the marketplace and customer needs and wants, Design a customer-driven marketing strategy, Construct an integrated marketing program that delivers superior value, and Build profitable relationships and create customer delight), companies work to understand consumers, create customer value, and build strong customer relationships. In the final step (Capture value from customers to create profits and customer equity), companies reap the rewards of creating superior
serve by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing). Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably. Ultimately, marketing managers must decide which customers they want to target and on the level, timing, and nature of their demand.
Page Ref: 9
Difficulty: Moderate
Chapter LO: 3
Course LO: Discuss the fundamental concepts of marketing
89) Compare and contrast the product and production concepts.
Answer: The production concept holds that consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency. This concept is one of the oldest orientations that guides sellers. The production concept is still a useful philosophy in some situations. For example, both personal computer maker Lenovo and home appliance maker Haier dominate the highly competitive, price-sensitive Chinese market through low labor costs, high production efficiency, and mass distribution. However, although useful in some situations, the production concept can lead to marketing myopia. Companies adopting this orientation run a major risk of focusing too narrowly on their own operations and losing sight of the real objective-satisfying customer needs and building customer relationships.

The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features. Under this concept, marketing strategy focuses on making continuous product improvements. Product quality and improvement are important parts of most marketing strategies. However, focusing only on the company's products can also lead to marketing myopia. For example, some manufacturers believe that if they can "build a better mousetrap, the world will beat a path to their doors." But they are often rudely shocked. Buyers may be looking for a better solution to a mouse problem but not necessarily for a better mousetrap. The better solution might be a chemical spray, an exterminating service, a house cat, or something else that suits their needs even better than a mousetrap. Furthermore, a better mousetrap will not sell unless the manufacturer designs, packages, and prices it attractively; places it in convenient distribution channels; brings it to the attention of people who need it; and convinces buyers that it is a better product.
Page Ref: 10
Difficulty: Challenging
Chapter LO: 3
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing


90) Compare the selling and marketing concepts, listing the key components of each philosophy.
Answer:
ot judge values and costs "accurately" or "objectively." They act on perceived value.
Page Ref: 13
Difficulty: Easy
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing

93) The aim of customer relationship management is to create not just customer satisfaction, but customer delight. Explain.
Answer: Customer satisfaction cannot be taken for granted. Because brand loyalty is dependent upon strong customer satisfaction, companies strive to retain, satisfy, and even delight current customers. Firms create customer delight by promising only what they can deliver and then delivering more than what they promised. They also create emotional relationships with key customers. Delighted customers make repeated purchases and become customers for life. More importantly, they also essentially become an unpaid sales force for the firm as "customer evangelists' who tell other potential customers about their positive experiences with the product.
Page Ref: 14
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing
94) Companies can build customer relationships at many levels, depending on the nature of the target market. Explain the different types of relationships with examples.
Answer: At one extreme, a company with many low-margin customers may seek to develop basic relationships with them. For example, Nike does not phone or call on all of its consumers to get to know them personally. Instead, Nike creates relationships through brand-building advertising, public relations, and its numerous Web sites ad apps. At the other extreme, in markets with few customers and high margins, sellers want to create full partnerships with key customers. For example, Nike sales representatives work closely with the Sports Authority, Dick's Sporting Goods, Foot Locker, and other large retailers. In between these two extremes, other levels of customer relationships are appropriate. Beyond offering consistently high value and satisfaction, marketers can use specific marketing tools to develop stronger bonds with customers. For example, many companies offer frequency marketing programs that reward customers who buy frequently or in large amounts. Airlines offer frequent-flyer programs, hotels give room upgrades to their frequent guests, and supermarkets give patronage discounts to "very important customers." Other companies sponsor club marketing programs that offer members special benefits and create member communities.
Page Ref: 16
Difficulty: Moderate
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing

95) Discuss the opportunities and advantages that new communication technologies have created for marketers.
Answer: Through the Internet and related technologies, people can now interact in direct and surprisingly personal ways with large groups of others, from neighbors within a local community to people across the world. With communication technologies such as e-mail,
pany's future, companies must manage it carefully, viewing customers as assets that need to be maximized.
Page Ref: 22
Difficulty: Easy
Chapter LO: 4
Course LO: Discuss the fundamental concepts of marketing
98) Describe and compare the four types of customers classified by their potential profitability to an organization. Identify how an organization should manage each type of customer.
Answer: The four types of customers are strangers, butterflies, true friends, and barnacles.

1. "Strangers" have low potential profitability and loyalty. A company's offerings do not fit well with a stranger's wants and demands. Companies should not invest in building a relationship with this type of customer.

2. Another type of customer in which a company should not invest is the "barnacle." Barnacles are highly loyal but not very profitable because there is a limited fit between their needs and the company's offerings. The company might be able to improve barnacles' profitability by selling them more, raising their fees, or reducing service to them. However, if they cannot be made profitable, they should be "fired."

strangers, "butterflies" are not loyal. However, they are potentially profitable because there is a good fit between the company's offerings and their needs. Like real butterflies, this type of customer will come and go without becoming a permanent, loyal consumer of a company's products. Companies should use promotional blitzes to attract these customers, create satisfying and profitable transactions with them, and then cease investing in them until the next time around.

4. The final type of customers is "true friends;" they are both profitable and loyal. There is a strong fit between their needs and the company's offerings, so the company should make continuous relationship investments in an effort to go beyond satisfying and to delight these customers. A company should try to delight true friends so they will tell others about their good experiences with the company.
Page Ref: 22-23
Difficulty: Challenging
Chapter LO: 4
AACSB: Analytic skills
Course LO: Discuss the fundamental concepts of marketing


99) Explain how the Internet has transformed the way in which we do business today.
Answer: The Internet links individuals and businesses of all types to each other. The Internet allows firms access to exciting new marketspaces. The Internet has spawned an entirely new breed of "click only" companies–the "dot-coms." The post-Internet frenzy of the late 1990s has introduced companies that are both savvy and face promising futures. These companies use a set of new Web technologies to reach customers, including blogs (web logs), cell phones, video games, and social networking sites. "Brick-and-mortar" companies of the past are now "click-and-mortar" companies, with online presences aimed at attracting new customers and strengthening bonds with current customers. More than 75% of American Internet users n
ow shop online, making a Web presence a necessity for any organization.
Page Ref: 26-27
Difficulty: Challenging
Chapter LO: 5
AACSB: Use of information technology
Course LO: Describe the steps involved in developing an advertising campaign

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