Begrippen h. 1 en h. 2

Question 1

Marketing

Answer 1

The process by which companies engage customers, build strong customer relationships and create customer value in order to capture value from customers in return.

Question 2

Needs

Answer 2

States of felt deprivation

Question 3

Wants

Answer 3

The form human needs take as they are shaped by culture and individual personality.

Question 4

Demands

Answer 4

Human wants that are backed by buying power.

Question 5

Market offerings

Answer 5

Some combination of products, services, information, or experiences offered to a market to satisfy a need or want.

Question 6

Market myopia

Answer 6

The mistake of paying more attention to the specific products a company offers than to the benefits and experiences produced by these products.

Question 7

Exchange

Answer 7

The act of obtaining a desired object from someone by offering something in return.

Question 8

Market

Answer 8

The set of all actual and potential buyers of a product or service.

Question 9

Marketing management

Answer 9

The art and science of choosing target markets and building profitable relationships with them.

Question 10

Production concept

Answer 10

The idea that consumers will favor products that are available and highly affordable; therefore, the organization should focus on improving production and distribution efficiency.

Question 11

Product concept

Answer 11

The idea that consumers will favor products that offer the most quality, performance, and features; therefore, the organization should devote its energy to making continuous product improvements.

Question 12

Selling concept

Answer 12

The idea that consumers will not buy enough of the firm’s products unless the firm undertakes a large-scale selling and promotion effort.

Question 13

Marketing concept

Answer 13

A philosophy in which achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.

Question 14

Social marketing concept

Answer 14

The idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests.

Question 15

Customer relationship management

Answer 15

The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.

Question 16

Customer-perceived value

Answer 16

The customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.

Question 17

Customer satisfaction

Answer 17

The extent to which a product’s perceived performance matches a buyer’s expectations.

Question 18

Customer-engagement marketing

Answer 18

Making the brand a meaningful part of consumers’ conversations and lives by fostering direct and continuous customer involvement in shaping brand conversations, experiences, and community.

Question 19

Customer brand advocacy

Answer 19

Actions by which satisfied customers initiate favorable interactions with others about a brand.

Question 20

Consumer-generated marketing

Answer 20

Brand exchanges are created by consumers themselves, both invited and uninvited, by which consumers are playing an increasing role in shaping their own brand experiences and those of other consumers.

Question 21

Partner relationship management

Answer 21

Working closely with partners in other company departments and outside the company to jointly bring greater value to customers.

Question 22

Customer lifetime value

Answer 22

The value of the entire stream of purchases a customer makes over a lifetime of patronage.

Question 23

Share of customer

Answer 23

The portion of the customer’s purchasing that a company gets in its product categories.

Question 24

Customer equity

Answer 24

The total combined customer lifetime values of all the company’s customers.

Question 25

Internet of Things (IoT)

Answer 25

A global environment where everything and everyone is digitally connected to everything and everyone else.

Question 26

Digital and social media marketing

Answer 26

Using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs to engage consumers anywhere, at any time, via their digital devices.

Question 27

Strategic planning

Answer 27

The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.

Question 28

Mission statement

Answer 28

A statement of the organization’s purpose, what it wants to accomplish in the larger environment.

Question 29

Business portfolio

Answer 29

The collection of businesses and products that make up the company.

Question 30

Portfolio analysis

Answer 30

The process by which management evaluates the products and businesses that make up the company.

Question 31

Growth-share matrix

Answer 31

A portfolio-planning method that evaluates a company’s SBUs in terms of market growth rate and relative market share.

Question 32

Product/market expansion grid

Answer 32

A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification.

Question 33

Market penetration

Answer 33

Company growth by increasing sales of current products to current market segments without changing the product.

Question 34

Market development

Answer 34

Company growth by identifying and developing new market segments for current company products.

Question 35

Product development

Answer 35

Company growth by offering modified or new products to current market segments.

Question 36

Diversification

Answer 36

Company growth through starting up or acquiring businesses outside the company’s current products and markets.

Question 37

Value chain

Answer 37

The series of internal departments that carry out value-creating activities to design, produce, market, deliver, and support a firm’s products.

Question 38

Value delivery network

Answer 38

A network composed of the company, suppliers, distributors, and, ultimately, customers who partner with each other to improve the performance of the entire system in delivering customer value.

Question 39

Marketing strategy

Answer 39

The marketing logic by which the company hopes to create customer value and achieve profitable customer relationships.

Question 40

Market segmentation

Answer 40

Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes.

Question 41

Market segment

Answer 41

A group of consumers who respond in a similar way to a given set of marketing efforts.

Question 42

Market targeting

Answer 42

Evaluating each market segment’s attractiveness and selecting one or more segments to serve.

Question 43

Positioning

Answer 43

Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the mind of target consumers.

Question 44

Differentiation

Answer 44

Actually differentiating the market offering to create superior customer value.

Question 45

Marketing mix

Answer 45

The set of tactical marketing tools, product, price, place, and promotion, that the firm blends to produce the response it wants in the target market.

Question 46

SWOT analysis

Answer 46

An overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T).

Question 47

Marketing implementation

Answer 47

Turning marketing strategies and plans into marketing actions to accomplish strategic marketing objectives.

Question 48

Marketing control

Answer 48

Measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are achieved.

Question 49

Marketing return on investment (marketing ROI)

Answer 49

The net return from a marketing investment is divided by the costs of the marketing investment.