Chapter 1

Question 1

5 Conditions for
Exchange

Answer 1

1. 2+ Parties
2. Each party has sth. of Value
3. Each party is capable of Communication & Delivery
4. Each party is Free to Accept/Reject offer
5. Each party believes it’s Appropriate & Desirable to deal

Question 2

__ is about

Understand the Needs of Cx ;
Offer what Cx is looking for ;
Deliver to satisfy needs

Answer 2

Marketing

Question 3

Goal of Marketing

Answer 3

1. Focus on Cx Wants/Needs, ditinguish offers from competitors (區分)
2. Integrate org. activities (e.g. production) to satisfy Cx wants (整合)
3. Long-term goal of satisfying Cx Wants/Needs legally & responsibly (負責)

Question 4

The relationship btw
Benefits & Sacrifice
to obtain benefits

Answer 4

Customer Value

CP值追求

Question 5

Groups of individuals, families, companies that share similar needs

Answer 5

Market Segments

Question 6

4Ps : Marketing Mix

Answer 6

Product
Price
Place
Promotion

Question 7

Marketers interested in Customer Value by

Answer 7

1. Offer performing Products
2. Earn Trust w/ Loyalty Prog.
3. Avoid Unrealistic $ by clear communication
4. Give Cx Facts & Opportunity to learn
5. Offer Service Commitment & After-Sales Support
6. CoCreate Exp. that Cx. want

Question 8

Evolution of Mktg

“If you build it, they will come.”
“What can we make or do best?”

Answer 8

Production
Era

Focus on products

Question 9

Evolution of Mktg

“How can we sell more aggressively?”

Answer 9

Sales
Era

Focus on promotional activities & hard sell

Question 10

Evolution of Mktg

“What do customers want and need?”

Answer 10

Marketing
Company
Era

Focus on linking customer needs with an organization’s competencies
-Marketing Concept

Mixing Mktg & Persuasion as Cx is shrewder

Question 11

Evolution of Mktg

“How can we benefit Cx & Society?”

Answer 11

Societal
Marketing
Era

Focus beyond the customer to aspects of the external environment.

Greater gov. involvement

Question 12

Evolution of Mktg

Moving from Interruption to Interaction ;
Building Trust

Answer 12

Relationship
Era

Focus on keeping and improving connections with current customers

Strategies: Cx Satisfaction & Relationship Mktg

Question 13

Cx remove from relationship w/ businesses due to unaddressed concerns

Answer 13

Customer Attrition
or
Churn Rate

Question 14

A Data-Mining System to help marketers understand individual Cx

Answer 14

CRM
Customer Relationship Mngt