99) For most marketers, customer relationship management (CRM) is exclusively a matter of
customer data management.
100) Customer-perceived value is defined as the customer’s evaluation of the difference between
all the benefits and all the costs of a market offering relative to those of competing offers.
101) The meaning of value is perceived identically by all consumers.
102) Many companies now use customer profitability analysis to identify and weed out
unprofitable customers.
103) Customer-managed relationships are marketing relationships that are controlled by
customers, therefore, they are of no significance to marketers.
104) In consumer-generated marketing, marketers play a bigger role in shaping consumers’ brand
experiences and those of others.
105) To increase its “share of customer,” a firm concentrates on retaining as many customers as
possible over its lifetime.
106) The new digital world makes it easy for consumers to take marketing content, that once
lived only in advertising, with them wherever they go and share it with friends.
107) An experience such as a vacation can be defined as a market offering.
108) The production concept and the product concept are marketing management orientations
that are more likely to lead to marketing myopia.
109) Fast Food, Inc. views marketing as the process of finding and retaining profitable customers
by providing them with the food they want. Fast Food, Inc. practices societal marketing.
110) Large-scale marketing approaches that foster two-way customer relationships are made
possible by new communication technologies.
111) Briefly compare and contrast the concepts of needs, wants, and demands and provide
examples to illustrate your answer. How do these three concepts relate to marketing practices?
112) Explain how and why marketers go beyond selling a product or service to create brand
experiences.
113) Compare the selling and marketing concepts, listing the key components of each
philosophy.
114) Briefly explain the societal marketing concept. Give an example of an organization that has
effectively used the societal marketing concept.
115) Define Customer Relationship Management and explain its associated tools and levels of
relationships.
116) Explain why the aim of customer relationship management is to create not just customer
satisfaction, but also customer delight.
117) Discuss the challenges and advantages of new communication technologies for marketers as
they work to build relationships with their customers.
118) Define customer equity and explain how a company can increase it.
119) Describe and compare the four types of customers classified by their potential profitability
to an organization. Explain how an organization should manage each type of customer.
120) Explain how the Internet has transformed the way in which we conduct business today.
121) What should sellers consider if they wish to avoid marketing myopia?
122) You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How might
you go about creating brand experiences for your customers?
123) How do suppliers help companies like Walmart maintain consistently low prices?
124) The marketing team at Bead Beautiful, a jewelry brand targeted at preteen girls, is meeting
to formulate the products’ value proposition. What should team members consider as they define
a value proposition for Bead Beautiful?
125) When demand for toys produced by Bean Toyz was at its highest, manufacturers
purposefully maintained strong demand by limiting supply, which drove the price of Beanie
Babies up. Compare the actions of these manufacturers to the production concept.
126) Company X, a manufacturer of office supplies, follows the selling concept. Explain how the
firm may lose sight of customer relationships with this marketing orientation.
127) In nineteenth-century Dublin, Molly Malone sold mussels at a market while shouting to
passersby, “alive-alive-oh.” Was Molly taking an outside-in or inside-out perspective? Explain.
128) Explain why electronics and pharmaceuticals manufacturers use customer-driving
marketing.
129) Explain how storing customer information in a database might better prepare car-maker Kia
in customer relationship management (CRM).
130) What determines whether sellers pursue basic relationships or full partnerships with
customers?
131) How can a marketer increase its “share of customer”?
132) Explain what marketers can expect from individuals in the customer relationship group
classified as “butterflies.”
133) Alex works in the marketing department of an international company. How can Alex use
modern technologies to conduct market research and better serve his company’s customers?
134) How are local retailers affected by global competition?
135) How is marketing applied in the not-for-profit sector?