According to the product concept, a company should ________. 

staff aim to delight each customer and they are quick to offer

discounts or extra services whenever a customer is anything less

than satisfied. Instead of focusing on each individual transaction,

Ken and his staff are putting a priority on ________.

1.



A) maintaining customer-perceived value



2.



B) managing partner relationships



3.



C) attracting "butterflies"



4.



D) converting "strangers" into "butterflies"



5.



E) capturing customer lifetime value



Selecting particular segments of a population of customers to serve

is called ________.

1.



A) value reengineering



2.



B) brand synchronizing



3.



C) mass customizing



4.



D) target marketing



5.



E) selective administering



________ are states of felt deprivation.

1.



A) Needs



2.



B) Desires



3.



C) Demands



4.



D) Values



5.



E) Exchanges



Greater consumer control means that companies must rely more on

marketing by ________ rather than marketing by ________.

1.



A) interruption; involvement



2.



B) attraction; intrusion



3.



C) socialization; information



4.



D) producing; selling



5.



E) inspiration; competition



Ellis, a marketing manager at a regional chain restaurant, has

decided to create a contest calling for customers to create

commercials for the restaurant. Winning entries will be posted on

the organization's home page. Ellis' plan is an example of

________ marketing.

1.



A) consumer-generated



2.



B) sustainable



3.



C) customer club



4.



D) differential



5.



E) mass



Which of the following terms refers to a customer's evaluation of the

difference between all the benefits and all the costs of a marketing

offer relative to those of competing offers?

1.



A) customer-perceived value



2.



B) customer-oriented brand equity



3.



C) customer-perceived performance



4.



D) customer-oriented promotional mix



5.



E) customer-oriented price mix



The selling concept holds that ________.

1.



A) consumers will not buy enough of the firm's products unless the firm

undertakes a large-scale selling and promotion effort



2.



3.



B) a company's marketing decisions should consider consumers' wants, the

company's requirements, consumers' long-run interests, and society's long-run

interests

C) consumers will favor products that are available and highly affordable



4.



D) achieving organizational goals depends on knowing the needs and wants

of target markets and delivering the desired satisfactions better than

competitors do



5.



E) consumers will favor products that offer the most in quality, performance,

and innovative features