Discuss the challenges and advantages of new communication technologies for marketers as they work to build relationships with their customers.
Page Ref: 39-41
AACSB: Use of Information Technology
Skill: Concept
Objective: 1-5
Difficulty: Moderate
118.
Define customer equity and explain how a company can increase it.
Page Ref: 43
AACSB:
Skill: Concept
Objective: 1-4
Difficulty: Easy
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.
Page Ref: 44
AACSB:
Skill: Concept
Objective: 1-4
Difficulty: Hard
120.
Explain how the Internet has transformed the way in which we conduct business today.
Page Ref: 47-48
AACSB: Use of Information Technology
Skill: Concept
Objective: 1-5
Difficulty: Moderate
121.
What should sellers consider if they wish to avoid marketing myopia?
Page Ref: 29
AACSB:
Skill: Concept
Objective: 1-2
Difficulty: Easy
122.
You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How might you go about creating brand experiences for your customers?
Page Ref: 29
AACSB: Analytic Skills
Skill: Application
Objective: 1-2
Difficulty: Hard
123.
How do suppliers help companies like Walmart maintain consistently low prices?
Page Ref: 30
AACSB:
Skill: Concept
Objective: 1-2
Difficulty: Moderate
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?
Page Ref: 31
AACSB: Analytic Skills
Skill: Application
Objective: 1-3
Difficulty: Hard
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.