Chapter 12: Building Customer Relationships Flashcards

1
Q

a highly visible marketing activity

A

advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

process of creating relationships with customers by offering goods, services and experiences that they value

A

Marketing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

past era marketing where emphasis is put on increased output and production efficiency

A

Production orientation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

current era in marketing where organization first determines what customers need then develop product to fill needs

A

customer orientation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

the need to move from production orientation to customer orientation was driven by______ which lead to more competition

A

Falling production costs and increased global trade

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Business must mobilize its marketing resources to:

A
  1. provide a product that satisfies customer
  2. price product at acceptable level
  3. promote product
  4. ensure product is distributed
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

business should provide goods/services that satisfy customer needs through coordinated set of activities to reach objectives

A

Marketing concept

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

focuses on using info about customers to create marketing strategies to sustain good customer relationships

A

Customer Relations Management

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q
  • the relationship between company and customers built on trust
  • makes our purchase decisions simpler and less risky
A

Branding

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Satisfying a customer requires giving them:

A

the right product, right place, at the right price, at the right time

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Utility

A

the ability of a product to satisfy a human need

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

converting production inputs into finished products

A

form utility

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

created by making a product available at a location where customers wish to purchase it

A

place utility

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

created by making a product available when customers wish to purchase it

A

time utility

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

created by transferring title/ownership of product to a buyer

A

possession utility

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Marketing directly creates:

A

place,time and possession utility

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

element of marketing mix that includes decisions about the products design, features, brand naming, packaging and warranties

18
Q

setting a price based on demand and cost for good/service

19
Q
  • combination of marketing activities that deliver value to customers: (products, pricing, placement and promotion)
  • must remain consistent in order for consumer trust
A

Marketing mix

20
Q

creating means where products flow from producer to consumer

A

placement (distribution)

21
Q

element of M.M that focuses on providing info to target markets

22
Q

a plan that enables an organization to make best use of its resources to meet its objectives

A

marketing strategy

23
Q
  1. selection and analysis of a target market
  2. creation and maintenance of appropriate M.M or combination of marketing activities to satisfy customer needs/preferences
A

what a marketing strategy consists of

24
Q

provide framework for categorizing the M.M a company uses to reach target customer

A

the 4 P’s

25
group of individuals where a business develops a specific M.M
target market
26
the most powerful factor in establishing a brand connection
personal experience
27
Consumer Buying Decision Process
1. recognize problem/opportunity 2. search for info 3. evaluate alternatives 4. purchase 5. evaluate after purchase
28
- separating, identifying, and evaluating the layers of a market to identify a target market - one of most powerful marketing/branding strategies - 3 dimensions= demographic, geographic and lifestyle/behaviour
marketing segmentation
29
written document that specifies organizations resources, objectives, marketing strategy to be used in marketing a product
marketing plan
30
effects the economic conditions on customer's ability and willingness to buy
economic forces
31
influences in society/culture that results in changes in attitude, beliefs and lifestyles
sociocultural forces
32
actions of competitors who are implementing their own marketing plans
competitive forces
33
Legal and regulatory forces
laws that protect
34
technological changes that create new marketing opportunities
technological forces
35
4 steps of the market research process:
1. define the research goal 2. gather information 3. interpreting information 4. use the data to make marketing decisions
36
process of gathering and analyzing data concerning a particular marketing program
marketing research
37
market research info that has already been gathered and published by someone outside the company
secondary research
38
market research info that is collected by company using surveys, customer interviews, etc.
primary research
39
a department of the fed gov. that offers advice for how to conduct market research
Canada Business Network
40
1. Consumer hopes to find products that satisfy needs | 2. companies hope to sell products that satisfy customer needs
Building Brand Value