Chapter 13

Question 1

What are the four principles of marketing concept?

Answer 1

Profitability
Social responsibility
Consumer orientation
Organisational integration

Question 2

Define consumer behaviour

Answer 2

Refers to behaviour patterns of decision-making units directly involved in purchase and use of products

Question 3

What is a consumer product made of?

Answer 3

Core, formal, need-satisfying product and product image

Question 4

What are the four phases of a product life-cycle?

Answer 4

Introductory, growth, maturity, and decline

Question 5

Marketing communication comprises of six elements, what are these?

Answer 5

Advertising
Personal selling
Direct marketing
Sales promotion
Publicity
Public relations

Question 6

Define customer service

Answer 6

Customer service is the provision of service to customers before during and after sales

Question 7

What are advantages of offering excellent customer services?

Answer 7

Companies gain a unique competitive advantage
Companies note challenges customers provide and develop solutions
Businesses build up a more positive reputation in the market.
Organisations accomplish profit goals more successful successfully