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Principles of Marketing, Global Edition
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Principles of Marketing, Global Edition
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Voorbeeld van de inhoud
TEST BANK For Principles of Marketing, Global Edition,19th edition By Kotler & Armstrong
Denise works as a direct seller for Avon. She is determined to sell as many products
to as many people as possible. Although she generally has a good relationship with
customers, she has been known to be overly aggressive in trying to sell products. She
often convinces consumers to purchase more expensive products even after they say
they are not interested. As a result of Denise's high sales, she has become a top
performer.
Recently, however, Denise's sponsor has been informed of complaints that
customers have levied against Denise accusing her of "badgering" them into buying
products. The sponsor meets with Denise and tells her it is unacceptable to pressure
consumers into purchasing items they do not want.
Which variable of the marketing mix does this issue involve? - ANSWER: Promotion
Apple is known for its innovation. It conducts in-depth marketing research to
determine what customers want. Its electronic devices are constantly upgraded so
customers can purchase the newest models. The company creates buzz around its
product offerings by discussing new product months before they are launched. This
anticipation builds up until the product is launched, resulting in wide-scale sales that
often result in stores selling out of the newest product.
Refer to Scenario 1.2. Apple's emphasis on marketing research is used to enhance
the _______________
market orientation
variable of the marketing mix, while its skills at creating buzz for its newest product
offering months before its release is an example of the ________________
variable. - ANSWER: product; promotion
What is the major focus of marketing concept? - ANSWER: Customer Satisfaction
deepens the buyer's trust in the company, and as the customer's grows, this in turn,
increases the firm's understanding of the customer's needs. - ANSWER: Relationship
marketing
Jameson manages a well-known cell phone company. This company has been voted
as having the best cell-phone service. Consumers appreciate the fact that they can
call from almost anywhere in the world and the service still gets through. Jameson
knows that the company's product far surpasses that of the competition. One thing
has been bothering him, though. In order to put so many resources into ensuring the
, best service, Jameson has cut back on employees at the firm's customer call center.
Recently, consumers have begun complaining about long wait times when they call
in with a problem or concern. Although its cell phone service is still considered one
of the best, customer satisfaction with the firm's customer service has plummeted.
Jameson does not understand why consumers are getting so upset. He believes the
exceptional cell phone service more than makes up for long waiting periods and
other issues with its custome - ANSWER: do to satisfy customers
Jameson manages a well-known cell phone company. This company has been voted
as having the best cell-phone service. Consumers appreciate the fact that they can
call from almost anywhere in the world and the service still gets through. Jameson
knows that the company's product far surpasses that of the competition. One thing
has been bothering him, though. In order to put so many resources into ensuring the
best service, Jameson has cut back on employees at the firm's customer call center.
Recently, consumers have begun complaining about long wait times when they call
in with a problem or concern. Although its cell phone service is still considered one
of the best, customer satisfaction with the firm's customer service has plummeted.
Jameson does not understand why consumers are getting so upset. He believes the
exceptional cell phone service more than makes up for long waiting periods and
other issues with its custome - ANSWER: objective; subjective
Denise works as a direct seller for Avon. She is determined to sell as many products
to as many people as possible. Although she generally has a good relationship with
customers, she has been known to be overly aggressive in trying to sell products. She
often convinces consumers to purchase more expensive products even after they say
they are not interested. As a result of Denise's high sales, she has become a top
performer.
Recently, however, Denise's sponsor has been informed of complaints that
customers have levied against Denise accusing her of "badgering" them into buying
products. The sponsor meets with Denise and tells her it is unacceptable to pressure
consumers into purchasing items they do not want.
Refer to Scenario 1.1. Denise's sponsor tells her that it is important for her to
determine her customer's needs and then find the product that best meets those
needs, regardless of price. She recommends that - ANSWER: Marketing concept;
sales orientation; market orientation
Apple is known for its innovation. It conducts in-depth marketing research to
determine what customers want. Its electronic devices are constantly upgraded so
customers can purchase the newest models. The company creates buzz around its
product offerings by discussing the product months before it is launched. This
anticipation builds up until the product is launched, resulting in wide-scale sales that
often result in stores selling out of the newest product.
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