MKT101 CHAPTER 1 QUESTIONS
WITH 100% CORRECT ANSWERS
\.QN=1 Which step of the marketing process lets the company reap the rewards of
its strong customer relationships ?
a. Building customer relationships.
b. Understanding the marketplace and customer needs.
c. Capturing value from customers.
d. Designing a customer-driven marketing strategy.
e. Construct and integrated marketing program that deliver superior value -
ANSWERS✔-c
\.QN=2 What is customer equity?
a. The total combined customer lifetime values of all of the company's current and
potential customers
b. The present value of the future cash flows attributed to the customer
relationship
c. The difference between what a customer gets from a product, and what he or
she has to give in order to get it
d. Customer's perceived opinion of a product's value to him or her - ANSWERS✔-a
, \.QN=3 Which of the following depends on the product's perceived performance
relative to a buyer's expectations?
a. Customer-generated marketing
b. Customer-managed relationships
c. Customer-perceived value
d. Customer satisfaction
e. Customer lifetime value - ANSWERS✔-d
\.QN=4 Which is the first step in the marketing process?
a. Designing a customer-driven marketing strategy
b. Preparing an integrated marketing plan and program
c. Understanding the marketplace and customer needs
d. Building customer relationships
e. Capture value from customers - ANSWERS✔-c
\.QN=5 The _____ concept questions whether the pure marketing concept
overlooks possible conflicts between consumer short-run wants and consumer
long-run welfare.
a. responsibility marketing
b. societal marketing
c. Selling
d. Product
e. Production - ANSWERS✔-b
WITH 100% CORRECT ANSWERS
\.QN=1 Which step of the marketing process lets the company reap the rewards of
its strong customer relationships ?
a. Building customer relationships.
b. Understanding the marketplace and customer needs.
c. Capturing value from customers.
d. Designing a customer-driven marketing strategy.
e. Construct and integrated marketing program that deliver superior value -
ANSWERS✔-c
\.QN=2 What is customer equity?
a. The total combined customer lifetime values of all of the company's current and
potential customers
b. The present value of the future cash flows attributed to the customer
relationship
c. The difference between what a customer gets from a product, and what he or
she has to give in order to get it
d. Customer's perceived opinion of a product's value to him or her - ANSWERS✔-a
, \.QN=3 Which of the following depends on the product's perceived performance
relative to a buyer's expectations?
a. Customer-generated marketing
b. Customer-managed relationships
c. Customer-perceived value
d. Customer satisfaction
e. Customer lifetime value - ANSWERS✔-d
\.QN=4 Which is the first step in the marketing process?
a. Designing a customer-driven marketing strategy
b. Preparing an integrated marketing plan and program
c. Understanding the marketplace and customer needs
d. Building customer relationships
e. Capture value from customers - ANSWERS✔-c
\.QN=5 The _____ concept questions whether the pure marketing concept
overlooks possible conflicts between consumer short-run wants and consumer
long-run welfare.
a. responsibility marketing
b. societal marketing
c. Selling
d. Product
e. Production - ANSWERS✔-b
