209.During October, kiosk stores often appear in many malls for the holiday season. Typically, the kiosks sell gift boxes of cheese, jewelry, and other items people think are appropriate seasonal gifts. In January, these kiosk retailers vanish. Is it possible for such a kiosk retailer to use relationship marketing? Explain your answer. 210.Twitter is a Web site that offers a social networking service, enabling its users to send and read other users' messages or conversations called tweets, which are text-based posts of up to 140 charactersdisplayed on the user's profilepage. Connected to each Tweet is a rich details pane that provides additional information, deeper context, and embedded media. Companies are just beginning to use "Twitter" as a tool in their relationship marketing programs. In what ways could Twitter be used to benefit both the customer and the organization?
211.Explain the marketing program that 3M used to reach the student target market for the Post-it→Flag Highlighter and the rationale used for each element of the marketing mix. 212.Explain the marketing program 3M used to reach the office worker segment with its Post-it→Flag Pen. 213.Many market-oriented, older, manufacturing organizations have experienced four distinct stages in the life of their firms. Beginning with the early years of the United States, list and define each of the four eras 214.Define the marketing concept. 215.What is the difference between micromarketing and macromarketing? 216.It is said that goods, services, and ideas are marketed. Define goods, services, and ideas and give at least one example of each.
217.What are the primary differences between an ultimate consumer and an organizational buyer. Select one product and explain the differences in either its use or purchase, dependent on whether it was purchased by an ultimate consumer or an organizational buyer? 218.In our free-enterprise society, which three specific groups benefit from effective marketing? 219.Who benefits from marketing in U.S. society and how? 220.Explain the four utilities marketing creates. 221.At the BMW Web site, BMW.com, you can design your own personal BMW. If you choose to do this and purchase the car, what type of utility(ies) has(have) been created? 222.Identify the six prelaunch issues that 3M and David Windorski needed to address before the Post-it→Flag Highlighter could be manufactured and marketed.
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