Questions and Answers
What do marketers need to create value for customers?
Insights about customers and markets
Which of the following are types of customer and market insights? (Select all that apply)
Information overload is a problem for marketers today.
True
What does a Marketing Information System (MIS) consist of?
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What should a marketing information system provide to managers?
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What are some kinds of information that internal databases can provide?
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What is marketing intelligence?
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What must marketers do to gain good customer insights?
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What does the internal environment of a business include?
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Which of the following factors are included in the task environment? (Select all that apply)
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The macroenvironment is fully controllable by the organization.
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What is the demographic environment?
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Suppliers only impact the quality of products.
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What are intermediaries in the marketing environment?
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The economic environment affects consumer purchasing power and spending patterns, such as _____, inflation, unemployment, and income distribution.
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Which of the following is a component of the natural environment?
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What is customer perceived value?
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Which factor is NOT part of the macroenvironment?
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What is the first step in the consumer buying process?
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What are the three major steps in target marketing?
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Culture refers to a consumer's values, beliefs, and _____.
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What does psychological factors include in consumer behavior?
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Which of the following is an example of behavioral segmentation?
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Cognitive dissonance occurs when a consumer is satisfied with their purchase.
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Name one of the factors affecting consumer behavior related to social factors.
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What is McDonald’s menu adaptation in India an example of?
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What kind of stimuli can trigger need recognition?
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Consumers evaluate products based on their attributes and _____.
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Match the types of reference groups with their definitions:
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What is customer value defined as?
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What are the total customer costs that can affect perceived value?
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What is the American Marketing Association's definition of marketing?
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Customer satisfaction is solely based on product quality.
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What is the average business loss of customers each year?
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Which of the following are perspectives for understanding marketing?
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Marketing management involves identifying market opportunities.
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What is the relationship between customer satisfaction and complaint resolution?
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What is consumer behavior?
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What is the role of marketing according to the text?
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What are stimuli in the context of consumer behavior?
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What is the difference between a customer and a consumer?
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What is the role of perception in consumer behavior?
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Needs become _______ when they are directed to specific objects that might satisfy the need.
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What are the four Ps of marketing?
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What factors can affect consumer behavior?
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Which of the following is NOT a psychological factor affecting consumer behavior?
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What does a SWOT analysis evaluate?
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What does customer lifetime value (CLV) represent?
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Which of the following is NOT part of the marketing mix?
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A marketing plan outlines the marketing strategy, promotional and advertising activities for a __________ period.
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What factors can influence the marketing environment?
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The holistic marketing concept focuses on which of the following?
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Which group of users purchases most frequently?
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What does MASDA stand for in the context of effective segmentation criteria?
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What is targeting?
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Which targeting strategy ignores market segment differences?
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Targeting should be based on profitability.
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What defines Points-of-Difference (POD)?
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Which of the following is an example of a brand mantra?
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Match the following terms with their descriptions:
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The purpose of positioning is to create a unique and ________ value proposition for the target customers.
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Study Notes
Marketing Overview
- Marketing is defined by the American Marketing Association as the process of planning, conceiving, pricing, promoting, and distributing offerings to create exchanges that satisfy individual and organizational goals.
- Marketing addresses human and social needs, playing a crucial role in delivering a higher standard of living.
Perspectives on Marketing
- Social Perspective: Focuses on enhancing living standards through marketing activities.
- Managerial Perspective: Involves analyzing markets, selecting target customer groups, and tailoring product offerings to ensure customer satisfaction.
Core Concepts of Marketing
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Needs, Wants, and Demands:
- Needs: States of felt deprivation (physical, social, individual).
- Wants: Specific objects that can satisfy needs.
- Demand: Wants backed by purchasing power.
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Categories of Needs:
- Stated needs: Directly expressed by customers.
- Real needs: Essential requirements for functioning or achieving goals.
- Unstated needs: Inferred through observation.
- Delight needs: Exceeding customer expectations.
- Secret needs: Unexpressed but impactful on purchasing decisions.
Products and Services
- Products encompass a range of offerings, including goods, services, experiences, places, organizations, ideas, and information.
- Services are intangible benefits offered for sale, which do not grant ownership.
Market Types
- Consumer markets
- Business markets
- Global markets
- Nonprofit/Government markets
Marketing System
- An exchange involves at least two parties, each possessing something of value, communicating, and capable of accepting or rejecting the offer.
Market Orientation and Concepts
- Production Concept: Consumers prefer inexpensive, widely available products.
- Product Concept: Consumers favor high-quality, performance-oriented products.
- Selling Concept: Aggressive promotion is necessary for sales.
- Marketing Concept: Prioritizes meeting customer needs and delivering superior value.
- Holistic Marketing Concept: Integrates various marketing channels and emphasizes an enterprise-wide approach.
Marketing Plan Components
- Objectives: Clear, realistic targets to achieve during the marketing period.
- Market Research: Analyzes market size, trends, and consumer behavior.
- Target Market: Defines customer demographics and psychographics.
- SWOT Analysis: Assesses internal strengths/weaknesses and external opportunities/threats.
- Marketing Strategy: Outlines the approach to reach target consumers using the marketing mix (Four Ps).
The Four Ps of Marketing
- Product: The goods/services offered.
- Price: The amount paid by customers.
- Place: Distribution activities making products available.
- Promotion: Communication of product features and benefits to persuade customers.
Marketing Environment
- The marketing environment comprises factors that influence an organization's marketing efforts and objectives.
- Micro Environment (Partially Controllable): Includes the internal environment (company resources, vision, culture) and task environment (customers, suppliers, competitors).
- Macro Environment (Uncontrollable): Encompasses broader external factors like political, economic, demographic, technological, and social influences.
Customer-Centric Organization
- The customer-oriented structure emphasizes front-line employees and their interactions with customers as integral to organizational success.
Evolving Views on Marketing's Role
- Marketing's role is increasingly significant within organizations, shifting from a supportive function to a core component of strategic decision-making.
Marketing Management Tasks
- Identify market opportunities.
- Develop and implement marketing strategies.
- Deliver and communicate value.
- Build strong brands for long-term growth.### Microenvironment - Task Environment
Suppliers
- Suppliers provide raw materials, components, and resources essential for production.
- Supplier actions influence pricing, product quality, and delivery schedules.
- Dependence on multiple suppliers can complicate production; delays can impact customer demand.
- Example: Nestlé's Responsible Sourcing Standard emphasizes sustainability across their supply chain focusing on environment, human rights, animal welfare, and transparency.
Intermediaries
- Intermediaries facilitate promotion, selling, and distribution of products.
- Types include retailers, wholesalers, agents, and brokers.
- Example: Cosmetics brands use stores like Sephora to reach consumers; affiliate marketers and brand ambassadors can enhance sales outreach.
Competitors
- Competitors offer similar products to the same target market.
- Understanding competitive landscape is vital for crafting effective marketing strategies.
- Example: McDonald's competes with Burger King and may differentiate by emphasizing unique tastes, quality ingredients, and convenience.
Publics
- Publics are groups affecting an organization's objectives; they can be financial, media, governmental, local, or general.
- Financial publics influence funding capabilities, while media publics shape public opinion through news coverage.
- Governmental factors include regulations impacting business operations.
- Local publics encompass community attitudes, while general public perception affects consumer trust and purchasing behavior.
- Internal publics include employees, managers, and board members who influence company culture and operations.
Macroenvironment
Overview
- Macroenvironment consists of broader societal forces impacting marketing but not directly controlled.
- Critical components include demographic, natural, economic, technological, political/legal, and socio-cultural environments.
Demographic Environment
- Encompasses population characteristics affecting consumer behavior: age, gender, income, and education.
- Shifts in demographics can create market opportunities or threats.
- Key trends:
- An aging population presents chances for age-friendly products.
- Geographic shifts lead to varying consumer preferences across regions.
- Increasing educational attainment reshapes class structures and customer bases.
Natural Environment
- Includes resources and elements affecting marketing activities: climate, weather, and natural disasters.
- Growing concerns over sustainability have led many companies to adopt eco-friendly practices, such as using recycled materials.
- Key trends to watch:
- Shortages in raw materials.
- Rising pollution levels.
- Increased governmental regulation on resource management.
Economic Environment
- Comprises economic factors impacting consumer spending: GDP, inflation, and employment rates.
- High employment can expand the market, while rising interest rates may pose business threats.
Technological Environment
- Involves innovations affecting production, products, and services.
- Example: Shift toward smartphone usage has disrupted the traditional camera market.
- Businesses need to adapt to technological changes to remain competitive.
Political & Legal Environment
- Encompasses laws, regulations, and government policies affecting business activities.
- Stable governments with consistent regulations tend to attract more international investments.
Socio-cultural Environment
- Reflects societal values and beliefs influencing consumer preferences.
- Trends like health consciousness shift market demands, prompting product diversification (e.g., healthier food options).
- Growing remote work culture increases demand for home office products.
- Social justice and equality movements influence branding and marketing strategies, enhancing company reputation.
Customer Value and Satisfaction
- Customer value is defined by the perceived benefits versus costs of a product or service.
- Customer satisfaction measures if product performance meets buyer expectations.
- Key points:
- Customer dissatisfaction can lead to significant loss of business; retaining existing customers is crucial.
- Effective complaint resolution can significantly improve customer retention rates.
Performance and Competition
- Relationship between business performance and customer satisfaction can be measured through various methods.
- Metrics for measuring customer satisfaction include periodic surveys, customer loss rates, and mystery shoppers.
- Competitive performance is monitored to gauge market standing.
Customer Satisfaction Index (CSI)
- Perceived value consists of overall price considering quality and overall quality regarding price.
- Customer complaints inversely relate to satisfaction and repeat purchases.
- ACSI components focus on perceived quality, which heavily influences customer satisfaction.
Maximizing Customer Lifetime Value (CLV)
- CLV represents total revenue expected from a customer throughout their relationship.
- Key strategies include retaining high-profit customers and enhancing customer equity through marketing initiatives.
- Investments in marketing and services can boost loyalty and customer retention, while upselling and loyalty programs can increase CLV.
Drivers of Customer Equity
- Value equity refers to perceived value based on quality, price, and convenience.
- Brand equity is the value derived from customers' perceptions of the brand and its emotional appeal.
- Relationship equity focuses on customer loyalty due to strong relationships with the company.
Customer Retention
- Retaining existing customers is typically five times less expensive than acquiring new ones.
- A small decrease in customer defection can significantly boost profits.
- Profitability increases as customers are retained longer.
Customer Loyalty
- Loyalty is a commitment to continue purchasing from a preferred brand despite competitive pressures.
- Meeting customer expectations is vital for building loyalty; exceeding expectations can create advocates.
Building Customer Loyalty
- Companies should innovate continuously to maintain customer interest and satisfaction.
- All organizational parts contribute to creating customer loyalty through reliability, assurance, tangibles, empathy, and responsiveness.
Stages of Customer Engagement
- Basic: Meeting minimum expectations.
- Reactive: Responding to customer issues as they arise.
- Accountable: Ensuring customer satisfaction post-issue resolution.
- Proactive: Anticipating needs and addressing them before they arise.
- Partnership: Collaborating closely with customers for long-term solutions.
Factors Influencing Consumer Behavior
- Stimuli affect consumer actions, processed by the mind (black box model).
- Psychological factors include perception, motivation, learning, and attitude.
- Cultural, social, and personal factors shape consumer behavior and preferences.
Psychological Factors
- Motivation drives consumer actions based on needs (biogenic and psychogenic).
- Perception shapes consumers' interpretations of products based on prior experiences and societal beliefs.
- Consumers learn via various sources; prior experiences influence future decisions.
Social Factors
- Reference groups influence buying behavior, consisting of primary (close relationships) and secondary (formal, less frequent contact) groups.
- Family and household dynamics significantly impact purchasing choices.
The Buying Decision Process
- The five stages include Problem recognition, Information search, Evaluation of alternatives, Purchase decision, and Post-purchase evaluation.
- Each stage affects how consumers approach buying decisions based on their needs and experiences.
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Description
Explore the fundamental concepts of marketing as defined by the American Marketing Association. This quiz will help you understand the process of planning, executing, and satisfying both individual and organizational needs through marketing strategies.