Defining Marketing for the New Realities

According to the formal definition provided by the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for whom?

The text lists ten main types of entities that marketers market. Which of the following is NOT one of those ten types?

The text identifies eight possible demand states for a product. What is the term for the demand state where consumers may share a strong need that cannot be satisfied by any existing product?

How does the text distinguish 'demands' from 'wants'?

The text groups communication options into three categories: paid, owned, and earned media. A stream in which consumers or the press voluntarily communicate about a brand via word of mouth or viral marketing is an example of what type of media?

What are the three components that form the customer value triad?

The text focuses on three transformative forces that are dramatically changing the marketplace and defining the new marketing realities. What are these three forces?

Which of the following is NOT listed as a new consumer capability in the dramatically changed marketplace?

What is meant by the 'production concept' as a company orientation toward the marketplace?

The holistic marketing concept recognizes the breadth and interdependencies of marketing activities. It encompasses four key dimensions. Which of the following is NOT one of these dimensions?

Under the concept of relationship marketing, who are the four key constituents with whom a firm aims to build mutually satisfying long-term relationships?

The text suggests an updated marketing framework that reflects modern realities, evolving from the traditional Four Ps. What are the four components of this modern marketing management framework?

In the Unilever example, the company set a goal to draw a certain percentage of its business from developing and emerging (D&E) markets by 2020. What was this target percentage?

According to famed management theorist Peter Drucker, what is the ultimate aim of marketing?

A amusement park that has high attendance on weekends but low attendance on weekdays is an example of which type of demand state?

The text describes five types of consumer needs. If a customer buying a car wants their friends to see them as a savvy consumer, which type of need does this represent?

The broad marketing environment is composed of six components. Which of the following is NOT one of these six components?

According to the example of P&G's use of technology, in how many locations worldwide can the company display real-time market data on a massive business sphere?

What does the concept of 'Marketing Balance' suggest marketers must do in the modern era?

What is the primary objective of internal marketing as a component of the holistic marketing concept?

Performance marketing involves understanding the returns from marketing activities. What concept did Ben & Jerry's founders embrace by dividing the financial bottom line into a 'double bottom line'?

What is the key difference between the selling concept and the marketing concept?

What is the social definition of marketing presented in the text?

In the example of the American Express Small Business Saturday program launched in 2010, by what percentage did sales rise for participating businesses?

What is a 'marketing network' as described in the context of relationship marketing?