Question 1

Identify the six types of pre-launch issue that needed to be addressed before the Post-it^® Flag Highlighter could be introduced.

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Question 2

Companies are just beginning to use "Twitter" as a tool in their relationship marketing program.In what ways could Twitter be used to benefit both the customer and the organization?

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Question 3

What are the primary differences between an ultimate consumer and an organizational buyer?Select one product and explain the differences in either its use or purchase, dependent on whether it was purchased by an ultimate consumer or an organizational buyer.

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Question 4

At the BMW Web site, BMW.com, you can design your own personal BMW.If you choose to do this and purchase the car, what type of utility has been created?

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Question 5

In our free-enterprise society, which three specific groups benefit from effective marketing?

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Question 6

It is said that goods, services, and ideas are marketed.Define goods, services, and ideas and give at least one example of each.

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Question 7

Define the marketing concept.

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Question 8

During October, kiosk stores often appear in many malls.Typically the kiosks sell gift boxes of cheese, jewelry, and other items people think are appropriate seasonal gifts.In January these kiosk retailers vanish.Is it possible for such a kiosk retailer to use relationship marketing? Explain your answer.

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Question 9

Who benefits from marketing in U.S.society, and how?

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Question 10

Many market-oriented, older, manufacturing organizations have experienced four distinct stages in the life of their firms.Beginning with the early years of the United States, list and define each of the eras culminating with the customer relationship era.

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Question 11

Explain the marketing program that 3M used to reach the student target market for the Post-it^® Flag Highlighter and the rationale used by the company for each part of the program.

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Question 12

Explain what is meant by the concept of marketing utility.Identify and describe the four utilities created by marketing.

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Question 13

FIGURE 1-7 -Using Figure 1-7 above, give 4 examples of marketing mix (4Ps) actions that 3M did to reach each office worker segment identified as A, B, C, an D with its Post-it^® Flag Pen.

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-Using Figure 1-7 above, give...

Quiz 1: Creating Customer Relationships and Value Through Marketing

Identify the six types of pre-launch issue that needed to be addressed before the Post-it® Flag Highlighter could be introduced.