MKTG 3310 Wolter- Auburn Exam 1Questions AND Correct
Answers
A focus on maximizing shareholder value - ✔✔What is a
shareholder concept?
Accounting - ✔✔Tracks revenue, cost flows, profits, etc. and
communicates these to managers and owners
American Customer Satisfaction Index
It shows that the customer satisfaction matters - ✔✔What is
the ACSI and why does it matter?
Aquire cash flow from customer - stimulate demand and
manage customer value - ✔✔What is the unique contribution
of marketing to a firm?
Be well informed about a product, be protected against
questionable practices, influence products and marketing in
ways that improve "quality of life," consumer in a way that
will preserve the world for future generations
Each proposed right has led to more specific proposals by
sonsumerists and consumer protection actions by the
government. - ✔✔What are the proposed consumer rights?
, Beanie babies- value creation (not everyone can make)
Fidget spinner- value appropriation
Chinese company appropriating Legos
Nike selling shoes for limited time- creation
Wikipedia- everyone can use it - ✔✔What do fidget spinners,
Beanie Babies, Nike, and Legos tell us about marketing's role
in value creation and appropriation?
Better measure a firm's performance than current sales or
market sale - ✔✔What do the two metrics above allow a firm
to do?
Book says they do, but professor thinks this is wrong. - ✔✔Do
markets share a common need or want?
Brands and the cause must fit--- quality comes first
Conceptual congruence's: corporate values, target market,
product positioning, mission, brand personality
Perceptual congruence: color composition, size, shape,
visibility - ✔✔Why is cause-related marketing so hard to get
right?
Answers
A focus on maximizing shareholder value - ✔✔What is a
shareholder concept?
Accounting - ✔✔Tracks revenue, cost flows, profits, etc. and
communicates these to managers and owners
American Customer Satisfaction Index
It shows that the customer satisfaction matters - ✔✔What is
the ACSI and why does it matter?
Aquire cash flow from customer - stimulate demand and
manage customer value - ✔✔What is the unique contribution
of marketing to a firm?
Be well informed about a product, be protected against
questionable practices, influence products and marketing in
ways that improve "quality of life," consumer in a way that
will preserve the world for future generations
Each proposed right has led to more specific proposals by
sonsumerists and consumer protection actions by the
government. - ✔✔What are the proposed consumer rights?
, Beanie babies- value creation (not everyone can make)
Fidget spinner- value appropriation
Chinese company appropriating Legos
Nike selling shoes for limited time- creation
Wikipedia- everyone can use it - ✔✔What do fidget spinners,
Beanie Babies, Nike, and Legos tell us about marketing's role
in value creation and appropriation?
Better measure a firm's performance than current sales or
market sale - ✔✔What do the two metrics above allow a firm
to do?
Book says they do, but professor thinks this is wrong. - ✔✔Do
markets share a common need or want?
Brands and the cause must fit--- quality comes first
Conceptual congruence's: corporate values, target market,
product positioning, mission, brand personality
Perceptual congruence: color composition, size, shape,
visibility - ✔✔Why is cause-related marketing so hard to get
right?
