Creating Customer Relationships and Value
When Jamal was looking to purchase a used Honda in the fall, he saw one with a “for sale” sign in the window near his school. Though he tried the number on the sign repeatedly, no one answered the phone and there was no way to leave a message. Marketing did not occur because
there was no way for the parties to communicate.
Comparing the results of the marketing program with the goals in the written plans to identify and act on deviations occurs during the
evaluation phase
An Iowa corn farmer operates in which form of competition?
pure competition
The VALS system is a(n) ________ measure of consumers.
psychographic
________ buyers include all buyers in a nation except ultimate consumers.
Organizational
Government restrictions that might impact the expansion or contraction of businesses are an example of
environmental forces
________ often triggers a business model change, as it has for Netflix and Uber.
technological innovation
Not only do businesses see benefits from the protections of ________, consumers do as well; they allow consumers to correctly identify the products they want to purchase.
trademarks
The behavioral sciences inform the study of consumer ________, helping marketers understand customer choices and how to provide value to them.
behavior
n the buying center, ________ have formal authority and responsibility to select the supplier and negotiate the terms of the contract.
buyers
__________is the unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and both before-sale and after-sale service at a specific price.
Customer Value
In BCG’s business portfolio analysis, ________ require large injections of cash just to maintain their market share, much less increase it. Thus, managers must choose the right ones to invest in and phase out the rest.
question marks
A organization develops equipment that can be refurbished or recycled is an example of______
green marketing
Using the same brand name for different products is an application of which concept from behavioral learning theory?
stimulus generalization
ndependent e-marketplaces act as a ________ and provide an Internet technology trading platform and a centralized market that enable exchanges between buyers and sellers.
neutral third party
Patagonia’s Worn Wear program, which encourages its customers to repair, trade, and eventually recycle all of its products, is an application of
the social marketing concept
The outdoor brand The North Face intends to capture some of its competitors’ business in Europe in the next few years, even amid the stagnant economic conditions there. The firm cites the active lifestyles there and the relatively low cost of entry for its backpacking and hiking sports gear, which attracts those planning a low-budget “staycation.” The North Face most likely has a ________ goal.
market share
________ often assist companies and their employees with ethical issues by formally addressing contributions to government officials and political parties, customer and supplier relations, conflicts of interest, and accurate recordkeeping.
Codes of ethics
The furniture company delivered her new couch on Thursday and Jialin used it all weekend. Although she really liked the color and style, she didn’t think it was very comfortable. At which stage of the purchase decision process is Jialin?
postpurchase behavior
What is a standardized system that groups economic activity to permit studies of market share, demand, and import competition.
North American Industry Classification System (NAICS)
.To serve both buyers and sellers, marketing seeks to ________ the needs and wants of prospective customers and to satisfy them
discover
The marketing program part of the planning phase of the strategic marketing process includes which of these?
developing the budget
Analytical insights discovered and used by Netflix, Google, Amazon, Dell, and eBay may have fueled their growth in__________
the marketspace
Sophia used the Consumer Reports website to research an economical choice for a new washer and dryer for her apartment, and she trusted the information because the website was not affiliated with the sellers of these products. This is an example of which type of information source in the purchase decision process?
public source
During the postpurchase behavior stage of the organizational buying process, what is done?
A supplier’s performance is formally evaluated.