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(p. 6)Which of the following statements about stakeholders is most accurate? A. Ultimately the only stakeholder is the customer.B.The organization doing the marketing, suppliers, shareholders, employees, and consumers are all potential stakeholders. Ultimately all of society should benefit.C. Employees can be stakeholders only if they own shares in their company.D. Suppliers are the most important stake holders because without them, products could never reach the consumer.E. The only way to be a stakeholder is to have a financial investment in a good, idea, or service.The organization doing the marketing and the stakeholders affected—such as customers, employees, suppliers, and shareholders—and society should all benefit.AACSB: 3LL: 2Learning Objective: 01-01 Define marketing and identify the diverse factors influencing marketing activities for marketing to occur14.(p. 6)Whether an individual is buying for personal use or use for his household, or an organization is buying for its own use or for resale, the individual or organization would be considered A.a prospective customer.B. the primary marketing decision maker.C. a potential marketing risk.D. an informed buyer.E. an unqualified prospect.Prospective customers include both individuals, buying for themselves and their households, and organizations that buy for their own use (such as manufacturers) or for resale (such as wholesalers and retailers).AACSB: 3LL: 2Learning Objective: 01-01 Define marketing and identify the diverse factors influencing marketing activities for marketing to occur1-74
Chapter 01 - Creating Customer Relationships and Value through Marketing15.(p. 6)A student wants to buy a cell phone so she can share pictures with her friends, and an insurance claims adjuster wants to buy a cell phone in order to document accident reports. If they both purchase the same model phone, which statement is most accurate? A. The adjuster is a prospective customer because the phone will be used for work; the student is only a secondary user since the purpose of the phone is just for entertainment.B.Both the adjuster and students are potential customers because in their own way, they both benefit from the product.C. Neither the adjuster nor the student is a prospective customer, since most likely the company will pay for the adjuster's phone and the student's parents will pay for hers.D. The student is the prospective customer since there are more students buying phones for personal use than there are insurance adjusters buying phones for business use.E. Every person who uses a cell phone is prospective customer whether they receive benefit from the phone or not.Prospective customers include both individuals, buying for themselves and their households, and organizations that buy for their own use (such as manufacturers) or for resale (such as wholesalers and retailers). A prospective customer includes anyone who could benefit from owning a product.