Chapter 1: Marketing: Creating Customer Value and Engagement

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REVIEW MODULE
QUESTIONS: 21

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attempts i

The marketing process captures value from customers by __________.

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CORRECT ANSWER:
creating profits and customer equity

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__________ are some combination of products, services, information, or experiences offered to a market to satisfy a
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need or want.

CORRECT ANSWER:
Marketing offerings

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__________ is the extent to which a product’s perceived performance matches a buyer’s expectations.
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 CORRECT ANSWER:
Customer satisfaction

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__________ are the form human needs take as they are shaped by culture and individual personality.
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CORRECT ANSWER:
Wants

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__________ is the act of obtaining a desired object from someone by offering something in return.
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CORRECT ANSWER:
Exchange

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__________ is the customer’s evaluation of the difference between all the benefits and all the costs of a marketing
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offer relative to those of competing offers.

CORRECT ANSWER:

Customer-perceived value
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The state of felt deprivation is known as __________.

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CORRECT ANSWER:

needs

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__________ is the total combined values of all of the company’s customers.

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CORRECT ANSWER:
Customer equity

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Customer relationship management is __________.

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CORRECT ANSWER:

the overall process of building and maintaining profitable customer relationships by delivering superior customer value and
satisfaction

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 The __________ is a philosophy in which achieving organizational goals depends on knowing the needs and wants of
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target markets and delivering the desired satisfactions better than competitors do.

CORRECT ANSWER:
marketing concept

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__________ is the portion of the customer’s purchasing that a company gets in its product categories.
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CORRECT ANSWER:

Share of customers

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__________ is the value of the entire stream of purchases a customer makes during a lifetime of patronage.
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CORRECT ANSWER:
Customer lifetime value

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 The __________ is the idea that a company’s marketing decisions should consider consumers’ wants, the company’s
requirements, consumers’ long-run interests, and society’s long-run interests.

CORRECT ANSWER:

societal marketing concept

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The __________ is the idea that consumers will favor products that are available and highly affordable; therefore,
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the organization should focus on improving production and distribution efficiency.

CORRECT ANSWER:

production concept

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__________ is the mistake of paying more attention to the specific product a company offers than to the benefits
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and experiences produced by these products.

CORRECT ANSWER:
Marketing myopia

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 __________ is the art and science of choosing target markets and building profitable relationships with them.

CORRECT ANSWER:

Marketing management

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__________ are human wants that are backed by buying power.

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CORRECT ANSWER:
Demands

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__________ is the process by which companies create value for customers and build strong customer relationships
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in order to capture value from customers in return.

CORRECT ANSWER:

Marketing

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

 CORRECT ANSWER:

selling concept

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The __________ is the idea that consumers will favor products that offer the most quality, performance, and
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features; therefore, the organization should devote its energy to making continuous product improvements.

CORRECT ANSWER:

product concept

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Needs are __________.

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CORRECT ANSWER:

states of felt deprivation

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