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MKTG 396 Exam with complete answers(verified for accuracy).
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MKTG 396 Exam with complete answers(verified for accuracy).
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MKTG 396 Exam withcomplete answers(verified
for accuracy)
Marketing - answer is the process by which companies create value
for customers and build strong customer relationships in order to
capture value from customers in return.
The Marketing Process - answer In the first four steps of
______________________________, companies work to understand
consumers, create customer value, and build strong customer
relationships. In the final step, companies reap the rewards of
creating superior customer value.
marketing myopia - answer Many sellers make the mistake of
paying more attention to the specific products they offer than to the
benefits and experiences produced by these products. These sellers
suffer from ...
brand experiences - answer Smart marketers look beyond the
attributes of the products and services they sell. By orchestrating
several services and products, they
create_______________________________for consumers.
mass marketing - answer Yesterday's companies focused mostly on
____________________________________ to broad segments of customers at
arm's length.
customer-engagement marketing - answer The old marketing
involved marketing brands to consumers. The new marketing is
________________________________________________—fostering direct and
, continuous customer involvement in shaping brand conversations,
brand experiences, and brand community.
intrusion - answer Today's greater consumer empowerment means
that companies can no longer rely on marketing by
____________________. Instead, they must practice marketing by
attraction—creating market offerings and messages that engage
consumers rather than interrupt them.
consumer-generated marketing - answer A growing part of the new
customer dialogue is ______________________________________________, by
which consumers themselves are playing a bigger role in shaping
their own brand experiences and those of others. This might happen
through uninvited consumer-to-consumer exchanges in blogs, video-
sharing sites, and other digital forums.
Strategic planning - answer is defined in the textbook as "the
process of developing and maintaining a strategic fit between the
organization's goals and capabilities and its changing marketing
opportunities" (p. 46). It involves defining a clear company mission,
setting supporting objectives, designing a sound business portfolio,
and coordinating functional strategies.
The BCG (Boston Consulting Group) matrix - answer uses two
critical dimensions in business: market growth rate and relative
market share.
Portfolio analysis - answer is the "process by which management
evaluates the products and businesses that make up the company
(textbook, p. 49), and the BCG matrix is a tool that helps to perform
such an analysis.
Market growth rate - answer is an indicator of how well an industry
as a whole performs.
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