test Chap001 - Chapter 1 DEVELOPING CUSTOMER RELATIONSHIPS...

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Unformatted text preview: Chapter 1 DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING Test Item Table Major Section of the Chapter Level of Learning Level 1: Definition (Knows Basic Terms & Facts) Level 2: Conceptual (Understands Concepts & Principles) Level 3: Application (Applies Principles) After Huge Success Whats Next? (pp. 5-7) 1 2, 3 4 What Is Marketing? (pp. 7-9) 6, 7, 10, 13, 14, 20 161 5, 8, 9, 18, 19, 21, 23, 160, 161, 162 11, 12, 15, 16, 17 ,22 How Marketing Discovers and Satisfies Consumer Needs (pp. 9-12) 25, 26, 30, 31, 32, 36, 37, 38, 39, 42, 43, 50, 51, 52, 53, 54, 64, 65, 163 24, 27, 28, 29, 33, 34, 35, 44, 45, 56, 57, 58, 59, 60, 61, 62, 63, 66, 68, 69, 163 40, 41, 46, 47, 48, 49, 55, 67, 164, 165 The Marketing Program: How Customer Relationships are Built (pp. 13-16) 70, 71, 76, 83, 166 72, 73, 74, 79, 80, 82, 84, 85, 86, 87, 88, 89, 90, 91 75, 77, 78, 81, 92, 166 How Marketing Became So Important (pp. 17-19) 93, 95, 97, 98, 103, 104, 105, 108, 111, 113, 119, 125, 126, 134, 135, 138, 139, 142, 143, 144, 167, 168, 171, 173 94, 96, 99, 101, 102, 106, 107, 109, 110, 114, 115, 117, 118, 120, 121, 122, 124, 127, 128, 129, 130, 131, 132, 133, 136, 137, 140, 141, 145, 147, 148, 149, 150, 151, 152, 153, 171, 172 100, 112, 116, 123, 146, 169, 170 Video Case: Rollerblade, Inc. (pp. 20-21) 159 154, 155, 156 157, 158 Note: Bold numbers indicate short essay questions. 1 CHAPTER 1 DEVELOPING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING MULTIPLE CHOICE QUESTIONS 1-1 CHAPTER OPENING EXAMPLE: ROLLERBLADE DEFINITION When Mary Horwath took over marketing for Rollerblade skates, her first task was repositioning. This means she had to: a. change consumers perceptions of Rollerblade skates. b. implement strategic marketing planning. c. develop new products and new markets for Rollerblade skates. d. sponsor an event that would create publicity for Rollerblade, Inc. e. determine if a market existed for Rollerblade skates. Answer: a Page: 6 Rationale: Repositioning the product means changing the image people have in their minds about the product. 1-2 CHAPTER OPENING EXAMPLE: ROLLERBLADE CONCEPTUAL In the 1980s, marketing director Mary Horwath and Rollerblade succeeded in popularizing in-line skating. The primary challenge to Rollerblade, Inc. in the late 1990s and into the next century will be: a. protecting itself from liability for all the in-line skating injuries. b. tapping into the preschool segment of the population. c. getting the aging population to try the sport. d. dealing with an increasing number of competitors. e. setting up the Extreme Games Competition twice a year. Answer: d Page: 6 Rationale: Rollerblade, Inc. has over 30 skate competitors in addition to competing sports like skateboarding, biking, and snowboarding....
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test Chap001 - Chapter 1 DEVELOPING CUSTOMER RELATIONSHIPS...

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