Question 1

A television advertisement shows several teenagers searching through the pantry for something to satisfy their hunger.The pantry offers the teenagers many alternatives-cereal,chips,cookies,and some Cool Mint Chocolate Clif Bars.The ad,which shows the teens happily selecting the Clif Bars,appeals to the consumers' ________ for sustenance to satisfy their hunger and attempts to shape their ________ for the advertised product.

Accepted Answer

A)  needs;wants
B)  requirements;needs
C)  wants;preferences
D)  demands;needs
E)  needs;preferencesF) A) and D)
G) A) and C)

Question 2

The United Way of Greater Toronto (UWGT) ,like many charities,was sitting on a gold mine of donor data.Unfortunately,UWGT was not certain how to use that information to its greatest advantage.UWGT could blanket past donors with generic mailings,but it could not offer donors information that would convince them to donate to UWGT over other charities.Which of the following tools would be most useful for the nonprofit organization to use?

Accepted Answer

A)  a flexible marketing system
B)  a database warehouse
C)  customer relationship management
D)  competitive intelligence
E)  a profit-oriented marketing programF) D) and E)
G) A) and D)

Question 3

In Figure 1-3,"A" represents ________ and "B" represents ________.  Figure 1-3

Accepted Answer

A)  decisions by management;purchases by customers
B)  employees efforts;stakeholder rewards
C)  sales department;manufacturing department
D)  suppliers;distributors
E)  discovering consumer needs;satisfying consumer needsF) C) and D)
G) All of the above

Exam 1: Creating Customer Relationships and Value Through Marketing

Correct Answer
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Correct Answer
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In Figure 1-3,"A" represents and "B" represents . Figure 1-3

Correct Answer
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Exam 1: Creating Customer Relationships and Value Through Marketing

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In Figure 1-3,"A" represents ________ and "B" represents ________. Figure 1-3

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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In Figure 1-3,"A" represents and "B" represents . Figure 1-3

Correct Answer
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