Page Ref: 31-32
AACSB: Analytic Skills
Skill: Application
Objective: 1-3
Difficulty: Hard
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.
Page Ref: 32
AACSB: Analytic Skills
Skill: Application
Objective: 1-3
Difficulty: Hard
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.
Page Ref: 32-33
AACSB: Analytic Skills
Skill: Application
Objective: 1-3
Difficulty: Hard
128.
Explain why electronics and pharmaceuticals manufacturers use customer-driving marketing.
Page Ref: 33
AACSB: Analytic Skills
Skill: Application
Objective: 1-3
Difficulty: Hard
129.
Explain how storing customer information in a database might better prepare car-maker Kia in customer relationship management (CRM).
Page Ref: 34-35
AACSB: Analytic Skills
Skill: Application
Objective: 1-4
Difficulty: Moderate
130.
What determines whether sellers pursue basic relationships or full partnerships with customers?
Page Ref: 36
AACSB:
Skill: Concept
Objective: 1-4
Difficulty: Moderate
131.
How can a marketer increase its "share of customer"?
Page Ref: 42-43
AACSB:
Skill: Concept
Objective: 1-4
Difficulty: Moderate
132.
Explain what marketers can expect from individuals in the customer relationship group classified as "butterflies."
Page Ref: 44
AACSB:
Skill: Concept
Objective: 1-4
Difficulty: Moderate
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?
Page Ref: 47-48