Académique Documents
Professionnel Documents
Culture Documents
Chapter 1
Marketing is managing _____________ __________________ (pg. 3)
What is the twofold goal of marketing? (pg. 3)
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What is the result when a marketing strategy attempts to serve all the customers in a market? (pg. 9)
The process of selecting attractive segments of a particular market is called ______________ _______________. (pg. 9)
_______________ __________________ is the set of benefits a company promises to deliver its consumers to satisfy
their needs. (pg. 8)
Why is marketing best described as gardening rather than hunting? (pg. 11)
Explain how the selling concept uses an inside-out approach? (pg. 11)
Completely explain the four concepts of the marketing mix. (pg. 13)
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How do firms use these tools to implement their marketing strategy?
Why is customer relationship management one of the most important concepts of modern marketing? (pg. 13)
Completely explain customer satisfaction? How does customer perceived value affect customer satisfaction? (pg. 14)
Describe selective relationship management and how do marketers use the strategy? (pg. 16)
Why is customer lifetime value so important for marketers to understand? (pg. 22)
Describe how a firm can increase their share of customer? (pg. 22)
What is the difference between for-profit marketing and not-for profit marketing? Give an example of each (pg. 28)
For-profit marketing:
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Not-for-profit marketing:
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Example: __________________________________________________________________________________________
Marketing Myopia:
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Exchange:
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Market:
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Marketing Management:
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Production Concept:
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Product Concept:
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Selling Concept:
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Marketing Concept:
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Societal Marketing Concept:
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Customer Relationship Management:
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Customer-perceived value:
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Customer Satisfaction:
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Consumer Generated Marketing:
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Partner Relationship Management:
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Customer Lifetime Value:
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Share of Customer:
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Customer Equity:
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Internet:
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Club Marketing Program:
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Frequency Marketing Program:
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Demarketing:
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Chapter 2
Why do firms use strategic planning as a guide for the future? (pg. 37)
How should a mission statement be crafted? Who and what should it focus on? (pg. 38)
How do companies use market positioning to reach out to customers? (pg. 49)
Weaknesses:
Opportunities:
Threats:
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Market Targeting:
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Positioning:
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Differentiation:
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Marketing Mix:
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SWOT Analysis:
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Marketing Implementation:
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Chapter 3
Marketing Intermediaries: (pg. 66)
Resellers:
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Physical Distribution Firms:
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Marketing Service Agencies:
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Financial Intermediaries:
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The companys marketing environment also includes various _____________: (pg. 67)
Financial:
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Media:
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Government:
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Citizen-action:
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Local:
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Completely identify all the facts and statistics for the following Generations:
Baby Boomers: (pg. 69)
What is the primary concern for marketers concerning e-commerce and the internet? (pg. 84)
Baby Boomers:
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Generation X:
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Millennials (Generation Y):
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Economic Environment:
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Engels Laws:
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Natural Environment:
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Technological Environment:
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Political Environment:
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Cultural Environment:
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