A)
marketing mixes and market offerings
B)
consumer short-run wants and consumer long-run welfare
C)
customer lifetime value and customer equity
D)
customer-driven marketing and customer-driving marketing
E)
an inside-out perspective and an outside-in perspective
Page Ref: 33
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Easy
34.
________ refers to socially and environmentally responsible marketing that meets the needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
A)
Sustainable marketing
B)
Database marketing
C)
Affinity marketing
D)
Evangelism marketing
E)
Ambush marketing
Page Ref: 33
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Easy
35.
The set of marketing tools a firm uses to implement its marketing strategy is called the ________.
A)
market offering
B)
marketing effort
C)
product mix
D)
promotion mix
E)
marketing mix
Page Ref: 34
AACSB:
Skill: Concept
Objective: 1-3
Difficulty: Easy
36.
Building and maintaining profitable customer relationships by delivering superior customer value and satisfaction is called ________.
A)
customer lifetime value
B)
customer-perceived value
C)
customer equity
D)
customer relationship management
E)
partner relationship management
Page Ref: 34
AACSB:
Skill: Concept
Objective: 1-4
Difficulty: Easy
37.
Which of the following marketing strategies should marketing managers focus on to manage detailed information about individual customers and carefully manage customer touchpoints to maximize customer loyalty?