12 Questions
What is the primary goal of relationship marketing?
To build mutually satisfying long-term relationships with key constituents
What is the main objective of internal marketing?
To hire, train, and motivate employees to serve customers well
What is the focus of performance marketing?
Financial accountability and environmental and social impact
What is the marketing philosophy of Union Pacific Railroad according to the company's definition?
We run a railroad
What is the key benefit of integrated marketing devices?
The whole is greater than the sum of its parts
What is the primary characteristic of a market organization?
It is organized around customer needs
What is the primary goal of marketing management?
Creating, delivering, and communicating superior customer value
What is the main focus of a marketer?
Seeking a response from another party
According to the AMA, what is marketing?
The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings
What are the four flows that connect sellers and buyers?
Goods and services, money, information, and attitudes
What are the 10 different domains involved in marketing?
Goods, services, events, experiences, persons, places, properties, organizations, and ideas
What is the inner loop of the marketing system?
An exchange of money for goods and services
Test your knowledge of the fundamentals of marketing management, including the definition of marketing, its scope, and its role in meeting human and social needs. Learn about the art and science of choosing target markets and getting, keeping, and growing customers.
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