Chapter 1

Question 1

Analytics

Answer 1

The process of taking metrics data and applying smart thinking and technology to gain actionable insights that can help produce better business decisions.

Question 2

content marketing

Answer 2

Creating and sharing expertise, information, or branded content that is designed to inform and engage with tools such as research papers, ebooks, infographics, how-to videos, blogs, webinars, enewsletters, case studies, and events that can readily be found with search engines.

Question 3

corporate social responsibility (CSR)

Answer 3

When organizations voluntarily consider the well-being of society by taking responsibility for how their businesses impact consumers, customers, suppliers, employees, shareholders, communities, the environment, and society in general.

Question 4

customer relationship management (CRM)

Answer 4

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

Question 5

customer value

Answer 5

The unique combination of benefits received by targeted buyers that will satisfy their needs; this includes quality, price, convenience, delivery, and both before-sale and after-sale service.

Question 6

dashboards

Answer 6

The visualization of data and key performance indicators using graphs, charts, and numbers so that numerical information tells a story that is insightful and easy to use and understand.

Question 7

digital marketing

Answer 7

Using digital technology to reach consumers through computers, gaming devices, out-of-home electronic screens, or mobile devices such as smartphones and tablets.

Question 8

exchange

Answer 8

The trade of things of value between buyers and sellers so that each benefits

Question 9

experiential marketing

Answer 9

Creates opportunities for consumers to directly interact with brands.

Question 10

good

Answer 10

a product you can touch and own

Question 11

greenwashing

Answer 11

The deceptive use of marketing practices to give the impression that a good, service, or organization is environmentally friendly.

Question 12

idea

Answer 12

a concept that typically looks for support

Question 13

market

Answer 13

Potential consumers with both the willingness and the ability to buy.

Question 14

marketing

Answer 14

The process of planning and managing goods, services, or ideas to meet consumer needs and organizational objectives. It includes the conception of these products and the pricing, promotion, and distribution programs designed to make a profit and generate revenue or support for an organization.

Question 15

marketing concept

Question 16

marketing mix

Answer 16

The 4 Ps - product, price, place, and promotion

Question 17

marketing orientation

Answer 17

Focusing organizational efforts to collect and use information about consumers’ needs in order to create customer value.

Question 18

marketing process

Answer 18

The process of: (1) identifying consumer needs, (2) managing the marketing mix to meet these needs, and (3)reaching potential consumers or the market.

Question 19

metrics

Answer 19

numeric data that are collected and grouped to track performance, often presented in spreadsheets and dashboards

Question 20

mobile marketing

Answer 20

A set of practices that enables organizations to communicate and engage with their audiences in an interactive and relevant manner through any mobile device or network.

Question 21

need

Answer 21

Occurs when a person feels deprived of basic necessities.

Question 22

place

Answer 22

Distribution channels, retail formats, and merchandising used to sell a product.

Question 23

partnership marketing

Answer 23

The creation of formal associations between brands that will result in incremental business for both brands that could not have been achieved separately. Also known asaffinity marketing.

Question 24

price

Answer 24

What is exchanged for a product, including the expected regular retail or sale price.

Question 25

product

Answer 25

Attributes that make up a good, a service, or an idea, including product design, features, colour, packaging, warranty, and service levels.

Question 26

production orientation

Answer 26

Focusing organizational efforts on the manufacture of goods.

Question 27

promotion

Answer 27

Communication tools needed to inform customers about a product, including advertising, public relations, sales promotion, direct response, event marketing, sponsorship, online approaches, and personal selling.

Question 28

promotional partnerships

Question 29

proximity marketing

Question 30

real-time marketing

Question 31

relationship marketing

Answer 31

When organizations create long-term links with customers, employees, suppliers, and other partners to increase loyalty and customer retention.

Question 32

sales orientation

Answer 32

Focusing organizational efforts on selling as many products as possible.

Question 33

service

Answer 33

A product that is intangible; an activity, benefit, or satisfaction that you cannot touch.