Ashworth semester exam c16v principles of marketing


C16V : Principles of Marketing 

When a company calculates __________, the company looks at how much profit it expects to make from a particular customer, including each purchase he or she will make from the company now and in the future.

customer lifetime value

customer relationship management


the exchange function

By definition, a(n) __________ is a community, nation, or group that shares common traditions, institutions, activities, and interests.





It is easiest for marketers to create an emotional connection between a consumer and a(n) __________ product.





Information collected from government publications is an example of __________ data.





A __________ is a promise to deliver specific benefits associated with products or services to consumers.





Which type of segmentation is MOST related to the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?





Multisegment marketing is likely to __________ and __________.

increase research costs; decrease shipping costs

decrease resale value; increase sales volume

increase sales potential; increase costs

increase sales potential, decrease costs

Demand would MOST likely be inelastic for which of the following?

Lamb chops and T-bone steaks

Gourmet cheese

Basic necessities

Luxury watches

Financial services provider USAA sends materials about teaching teenagers how to drive safely to USAA customers who have children approaching driving eligibility age. USAA is using __________ information from a customer database to determine which customers should receive the materials.





Some television shows have shown actors drinking a cup of Starbucks coffee. In these instances, Starbucks has chosen __________ as a marketing tool.


direct marketing

broadcast advertising

branded entertainment

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