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Exam 1: Welcome to the World of Marketing: Create and Deliver Value

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Question 81

Multiple Choice

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Kao Corp., which makes Ban deodorant, invited teenage girls to create an ad that would encourage other girls to buy the product. This program is an example of ________.

A) the wisdom of crowds
B) the production concept
C) the selling orientation
D) folksonomy
E) consumer-generated content

F) A) and B)
G) A) and D)

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Question 82

Multiple Choice

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Nongovernmental organizations are also known as ________.

A) consumer organizations
B) public organizations
C) private organizations
D) not-for-profit organizations
E) for-profit organizations

F) A) and B)
G) A) and C)

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Question 83

Multiple Choice

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A ________ delivered by a product is the outcome that motivates a customer's buying behavior.

After saving a portion of several paychecks, Greg Williams now has the buying power to purchase the computer system he has wanted for the last six months. Greg's want has become a(n) ________.

Explain why it is often difficult to measure the value of marketing activities.

A ________ is a distinctive group of customers within a larger market who are similar to one another in some way and whose needs differ from other customers in the larger market.

What is a marketing scorecard and what is its purpose?

Marketers define a need as the difference between a consumer's actual state and some ideal or desired state.

What is the difference between consumer goods and consumer services? Give an example of each.

________ is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Companies that have a ________ orientation tend to be more successful at making one-time sales than at building repeat businesses.