According to the five-step model of the marketing process, which of the following is the final step in creating value for customers? ______.
A. designing a customer-driven marketing strategy
B. understanding the marketplace and customer needs
C. constructing an integrated marketing program that delivers superior value
D. building profitable relationships and creating customer delight
E. capturing value from customers to create profit and customer equity
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Which of the following companies has a product-oriented business definition? ______.
A luxury hotel, whose business definition is: "We sell out-of-the-world experiences to our guests."
B. A real estate company, whose business definition is: "We sell dreams."
C. A cosmetic company, whose business definition is: "We offer hopes and self-expression."
D. A shoe manufacturer, whose business definition is: "We manufacture affordable and long-lasting shoes for all."
E. A high-technology company, whose business definition is: "We sell inspirations."
A company's marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others. These organizations and groups are also known as______.
A. media publics
B. marketing intermediaries
C. customers
D. citizen-action publics
E. internal publics
Li Ming, a marketing manager, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Li Ming is involved in ____ research.
A. exploratory
B. descriptive
C. causal
D. constructive
E. ethnographic
LingLing loves fashion and is always seen wearing the trendiest fashion outfits. She actively shares her knowledge with a wide group of friends and colleagues about where to shop for the latest fashion at great deals. Most of her friends and colleagues follow her fashion tips. LingLing portrays the image of a() _______.
A. surrogate consumer
B. lagging adopter
C. opinion leader
D. brand personality
E. social networker
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