B)
with products that offer the most in terms of quality, performance, and innovative features
C)
when the company focuses on building long-term customer relationships
D)
by customer-driven companies
E)
to balance consumers' wants, company's requirements, and the society's long-run interests
Page Ref: 32
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Moderate
30.
Which of the following is a characteristic of customer-driven marketing?
A)
Products are created that meet both existing and latent needs, now and in the future.
B)
Customers know what they want.
C)
Customers are unaware of their needs.
D)
Companies understand customer needs even better than customers themselves do.
E)
Customers don't know what is possible.
Page Ref: 33
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Moderate
31.
An organization that understands and anticipates customer needs even better than customers themselves do and creates products and services to meet current and future needs is said to practice ________ marketing.
A)
ambush
B)
affinity
C)
societal
D)
customer-driving
E)
customer-driven
Page Ref: 33
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Easy
32.
When customers don't know what they want or don't even know what's possible, the most effective marketing strategy is ________ marketing.
A)
affinity
B)
societal
C)
customer-driven
D)
customer-driving
E)
ambush
Page Ref: 33
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Easy
33.
The societal marketing concept seeks to establish a balance between ________.