Kotler POM14e Instructor CRS 01

5/28/2018 Kotler POM14e Instructor CRS 01

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Chapter 1- slide 1Copyright 2009 Pearson Education, Inc.

Publishing as Prentice Hall

Chapter One

Marketing: Creating and Capturing

Customer Value


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Chapter 1- slide 22012 Pearson Education, Inc. publishing as Prentice Hall.

Which step of the marketing process lets the

company reap the rewards of its strong customer

relationships ?

1. Building customer relationships.

2. Understanding the marketplace and customer

needs.

3. Capturing value from customers.

4. Designing a customer-driven marketing strategy.


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Which step of the marketing process lets the

company reap the rewards of its strong customer

relationships ?



needs.

3. Capturing value from customers.



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_____ concept holds that consumers will favor

products that are available and highly affordable.

1. Product

2. Selling

3. Marketing

4. Production


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_____ concept holds that consumers will favor

products that are available and highly affordable.

1. Product

2. Selling

3. Marketing

4. Production


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When backed by buying power, wants become

_____.

1. benefits

2. offerings

3. needs

4. demands


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2012 Pearson Education, Inc. publishing as Prentice Hall.

When backed by buying power, wants become

_____.

1. benefits

2. offerings

3. needs

4. demands




Which of the following is a result of the recent

Great Recession?

1. Reduced regulatory intervention

2. Move toward frugality

3. Increased spending on technology

4. Growth of societal marketing




Which group of customers are referred to as

barnacles?

1. Those who are highly loyal but not very profitable.

2. Those who are both profitable and loyal.

3. Those who are potentially profitable but not loyal.

4. Those who show low potential profitability and

little projected loyalty.


11/22Chapter 1- slide 112012 Pearson Education, Inc. publishing as Prentice Hall.

Which group of customers are referred to as

barnacles?

1. Those who are highly loyal but not very profitable.

2. Those who are both profitable and loyal.

3. Those who are potentially profitable but not loyal.

4. Those who show low potential profitability and

little projected loyalty.



What is customer equity?

1. The total combined customer lifetime values of all

of the companys current and potential customers.

2. The present value of the future cash flows

attributed to the customer relationship.

3. The difference between what a customer gets

from a product, and what he or she has to give in

order to get it.4. Customer's perceived opinion of a product's value

to him or her.



Which of the following depends on the products

perceived performance relative to a buyersexpectations?

1. Customer-generated marketing

2. Customer-managed relationships

3. Customer-perceived value

4. Customer satisfaction


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Which of the following depends on the products

perceived performance relative to a buyersexpectations?

1. Customer-generated marketing

2. Customer-managed relationships

3. Customer-perceived value

4. Customer satisfaction


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Which is the first step in the marketing process?


2. Preparing an integrated marketing plan and

program.


needs.



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Which is the first step in the marketing process?


2. Preparing an integrated marketing plan and

program.


needs.



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The _____ concept questions whether the pure

marketing concept overlooks possible conflicts

between consumer short-run wants and

consumer long-run welfare.

1. responsibility marketing

2. societal marketing

3. selling

4. product


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The _____ concept questions whether the pure

marketing concept overlooks possible conflicts

between consumer short-run wants and

consumer long-run welfare.

1. responsibility marketing

2. societal marketing

3. selling

4. product


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With mature consumerism and environmentalism

movements, marketers are called to develop_____.

1. consumer-generated marketing

2. sustainable marketing practices

3. customer-managed relationships

4. selling oriented practices


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With mature consumerism and environmentalism

movements, marketers are called to develop_____.

1. consumer-generated marketing

2. sustainable marketing practices

3. customer-managed relationships

4. selling oriented practices


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All rights reserved. No part of this publication may be reproduced, stored in a

retrieval system, or transmitted, in any form or by any means, electronic,

mechanical, photocopying, recording, or otherwise, without the prior written

permission of the publisher. Printed in the United States of America.

Copyright 2012 Pearson Education, Inc.

Publishing as Prentice Hall

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Kotler POM14e Instructor CRS 01