Miss
Ch1
1.The production concept and product concept are orientations that can lead to marketing myopia.
Answer
True
2.Today, many firms continue to practice mass marketing.
Answer
False
3. Specific marketing tools designed to build and enhance customer relationships include club marketing programs and frequency programs.
Answer
True
4.Product, price, place and promotion make up the elements of a firm 's marketing mix.
Answer
True
5. When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia.
Answer
False
6. The elements of the extended marketing mix are price, place, promotion and product.
Answer
False
7. The difference between human needs and wants is that needs are not influenced by marketers.
Answer
True
8. Partner relationship management involves building relationships with employees and customers but not suppliers.
Answer
False
9. The societal marketing concept calls on marketers to balance consumer wants and desires, company profits and society 's interest.
Answer
True
10. Beyond offering consistently high value and satisfaction, marketers can use specific marketing tools to develop stronger bonds with consumers.
Answer
True 11.Customer satisfaction is said to occur when: Answer | | a product 's performance falls short of customer expectations. | | | the customer 's benefits outweighed the costs of purchasing the product. | | | the product was well designed. | | | a product 's performance matches or exceeds customer expectations. | | | a product 's price was heavily discounted. |
12. according to the simple model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy.
Answer
| | determine how to deliver superior value | | | build profitable relationships with customers | | | construct key components of a marketing program | | | understand the
1.The production concept and product concept are orientations that can lead to marketing myopia.
Answer
True
2.Today, many firms continue to practice mass marketing.
Answer
False
3. Specific marketing tools designed to build and enhance customer relationships include club marketing programs and frequency programs.
Answer
True
4.Product, price, place and promotion make up the elements of a firm 's marketing mix.
Answer
True
5. When sellers focus on existing needs and lose sight of underlying customer wants, they suffer from marketing myopia.
Answer
False
6. The elements of the extended marketing mix are price, place, promotion and product.
Answer
False
7. The difference between human needs and wants is that needs are not influenced by marketers.
Answer
True
8. Partner relationship management involves building relationships with employees and customers but not suppliers.
Answer
False
9. The societal marketing concept calls on marketers to balance consumer wants and desires, company profits and society 's interest.
Answer
True
10. Beyond offering consistently high value and satisfaction, marketers can use specific marketing tools to develop stronger bonds with consumers.
Answer
True 11.Customer satisfaction is said to occur when: Answer | | a product 's performance falls short of customer expectations. | | | the customer 's benefits outweighed the costs of purchasing the product. | | | the product was well designed. | | | a product 's performance matches or exceeds customer expectations. | | | a product 's price was heavily discounted. |
12. according to the simple model of the marketing process, a company needs to ________ before designing a customer-driven marketing strategy.
Answer
| | determine how to deliver superior value | | | build profitable relationships with customers | | | construct key components of a marketing program | | | understand the