1. Consumers often have many needs that are not readily obvious. Just observing their behavior inside a retail store is not enough to get a true understanding of their "needs." Which of the following are types of needs that most consumers have.
2. A.stated needs
3. B.unstated needs
4. C.delight needs
5. D.secret needs
6. E.all of the above

2.5 points

QUESTION 2

1. Which of the following statements is most consistent with the integrated marketing approach?
2. A.A good product will sell itself.
3. B.If left alone, consumers are inclined to purchase only inexpensive products.
4. C.All communication to consumers must deliver a consistent message irrespective of the medium.
5. D.In order to succeed, the main focus should be on having an efficient production process in place.
6. E.Online marketing is less important than traditional marketing efforts.

2.5 points

QUESTION 3

1. Kotler & Keller make the argument that given the breadth, complexity, and richness of marketing, as exemplified by holistic marketing, the traditional "4 Ps" are not the whole story anymore. Which of the following isnotone of the new set of "Ps" that encompasses modern marketing realities?
2. A.People
3. B.Promotion
4. C.Processes
5. D.Programs
6. E.Performance

2.5 points

QUESTION 4

1. A core competency should possess the following characteristics:
2. A.it is a source of competitive advantage
3. B.it has applications in a wide variety of markets
4. C.it is difficult for competitors to imitate
5. D.all of the above.

2.5 points

QUESTION 5

1. Which of the following istrueregarding a marketing audit?
2. A.It focuses primarily on a firm's macromarketing environment.
3. B.It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.
4. C.It is less effective at locating the real source of a problem than a functional audit.
5. D.It analyzes only those marketing activities that have failed to produce adequate results.
6. E.It relies solely on company managers for data and opinions.

2.5 points

QUESTION 6

1. Which of the following istruefor customer-perceived value?
2. A.It is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a product.
3. B.It is the difference between the prospective customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives.
4. C.It is the perceived bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given market offering.
5. D.It is the net present value of the stream of future profits expected over the customer's lifetime purchases.
6. E.It is the process of investigating the hierarchy of attributes consumers examine in choosing a brand if they use phased decision strategies.

2.5 points

QUESTION 7

1. The Net Promoter Score is calculated by subtracting ________ from ________.
2. A.promoters; detractors
3. B.detractors; promoters
4. C.detractors; passively satisfied customers
5. D.passively satisfied customers; detractors
6. E.passively satisfied customers; promoters

2.5 points

QUESTION 8

1. ________ is the process of carefully managing detailed information about individual customers and all customer "touch points" to maximize loyalty.
2. A.Customer relationship management
3. B.Customer lifetime value
4. C.Customer profitability analysis
5. D.Customer satisfaction analysis
6. E.Customer-value delivery

2.5 points

QUESTION 9

1. Which of the following can a company do to customer churn?
2. A.Attract new customers to try out the company's products.
3. B.Increase customer lifetime value by increasing the non-monetary costs of products.
4. C.Enhance the growth potential of existing customers through cross-selling and up-selling.
5. D.Distinguish the causes of customer attrition and identify those that can be managed better.
6. E.Make low-profit customers more profitable or terminate the relationship.

2.5 points

QUESTION 10

1. A key driver of shareholder value is the aggregate value of the customer base. Which of the following are strategies employed by successful companies to improve the value of their customer base by attracting and retaining customers?
2. A.Reducing the rate of customer defection
3. B.Increasing the longevity of the customer relationship
4. C.Enhancing the growth potential of each customer through "share of wallet," cross-selling, and up-selling
5. D.Making low-profit customers more profitable or terminating them
6. E.All of the above