test bank for marketing principles chapter 1

lOMoARcPSD|2348365 Test Bank for Marketing Principles Chapter Marketing (RMIT) Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 CHAPTER MARKETING IN A CHANGING WORLD: CREATING CUSTOMER VALUE AND SATISFACTION MULTIPLE CHOICE QUESTIONS Today’s successful companies at all levels have one thing in common The common theme can best be described as one where the companies are: a oriented around public service b strongly customer focused and heavily committed to marketing c moving toward globalization and socialization d more interested in governmental regulation and control than ever before Answer: (b) Difficulty: (1) Page: According to Bernie Marcus, cofounder of Home Depot, the Holy Grail of business is: a the bottom line b promotion, promotion, and more promotion c an almost blind, passionate commitment to taking care of customers d meet every competitive threat with strength, commitment, and the courage to win Answer: (c) Difficulty: (2) Page: Creating is at the very heart of modern marketing thinking and practice a profit maximization b increased stock value c award winning products d customer value and satisfaction Answer: (d) Difficulty: (2) Page: 4 The twofold goal of marketing is to attract new customers by promising superior value and: a win advertising and industry awards for excellence b to keep and grow current customers by delivering satisfaction c enhance shareholder value d pay as few taxes as possible Answer: (b) Difficulty: (1) Page: Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 Wal-Mart has become the world’s largest retailer by delivering on its promise, “Always low prices—always.” This would be an example of the marketing philosophy that says: a “Take care of your customers, and market share and profits will follow.” b “Buy cheap, sell cheap.” c “Always take discounts and pass some of them on to consumers.” d “Distribution is the secret to all conquests in marketing.” Answer: (a) Difficulty: (2) Page: Today, marketing must be understood in a new sense that can be characterized as: a “telling and selling.” b “management of youth demand.” c “get there first with the most.” d “satisfying customer needs.” Answer: (d) Difficulty: (2) Page: _ is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others a Management b Marketing c Econometrics d Demand Answer: (b) Difficulty: (1) Page: The most basic concept underlying marketing is that of: a products and services b human needs c barter d transactions Answer: (b) Difficulty: (3) Page: are states of felt deprivation a Demands b Wants c Needs d Core transactions Answer: (c) Difficulty: (1) Page: Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 10 Basic needs, such as those for food, clothing, and safety, refer to: a physical needs b social needs c individual needs d physical wants Answer: (a) Difficulty: (2) Page: 11 are shaped by one’s society and are described in terms of objects a Needs b Wants c Demands d Transactions Answer: (b) Difficulty: (1) Page: 12 When backed by buying power, wants become: a needs b relationships c object relationships d demands Answer: (d) Difficulty: (2) Page: 13 In outstanding companies, people at all levels, including top management,: a work more than eight hours a day b are constantly inventing new products c are addicted to time management d stay close to customers Answer: (d) Difficulty: (2) Page: 14 Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need is called a: a demand b basic staple c product d service Answer: (c) Difficulty: (2) Page: Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 15 A _ is any activity or benefit offered for sale that is essentially intangible and does not result in the ownership of anything a demand b basic staple c product d service Answer: (d) Difficulty: (1) Page: 16 If a company is guilty of “marketing myopia,” then it is: a in danger of having dangerous cost overruns because it is trying to please too many diverse customer groups b so taken with its products that it focuses only on existing wants and loses sight of underlying consumer needs c guilty of prejudice toward certain customer groups d falling into the trap of “copying” rather than “inventing” products Answer: (b) Difficulty: (3) Page: 17 The difference between the values the customer gains from owning and using a product and the costs of obtaining the product is called a customer quality b customer satisfaction c customer value d perceptual relationships Answer: (c) Difficulty: (3) Page: 18 Customers often not judge product values and costs accurately or objectively Instead, they act on _ a customer satisfaction b customer quality c needs d perceived value Answer: (d) Difficulty: (2) Page: 10 19 _ depend(s) on a product’s perceived performance in delivering value relative to a buyer’s expectations a Customer satisfaction b Customer quality c Customer value d Customer needs Answer: (a) Difficulty: (3) Page: 10 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 20 With respect to customer satisfaction, smart companies aim to: a give the customer anything and everything they want b make customers addicted to their products and services c delight customers by promising only what they can deliver, then delivering more than they promise d always save the customers money, time, and other resources Answer: (c) Difficulty: (2) Page: 10 21 An approach in which all the company’s people are involved in constantly improving the quality of products, services, and business processes is called: a Cigna 1000 b total quality management c total relationship opportunity d exchange management Answer: (b) Difficulty: (2) Page: 11 22 Marketing occurs when people decide to satisfy needs and wants through a selling b exchange c transaction d relationships Answer: (b) Difficulty: (2) Page: 12 23 A(n) consists of a trade of values between parties a sale b exchange c transaction d market Answer: (c) Difficulty: (3) Page: 12 24 Trading your old calculator for tickets to a Garth Brooks concert would be what kind of transaction? a monetary transaction b barter transaction c market transaction d customer transaction Answer: (b) Difficulty: (1) Page: 12 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 25 Transaction marketing is part of the larger idea of _ a customer returns and allowances b trade discounts c relationship marketing d promotional stimulation marketing Answer: (c) Difficulty: (3) Page: 12 26 A _ consists of the company and all its supporting stakeholders a demand channel b marketing network c communication triad d product flow process Answer: (b) Difficulty: (3) Page: 12 27 As CEOs and other managers have reviewed business functions, they have found that, ultimately, _ is the art of attracting, keeping, and growing profitable customers a marketing b finance c electronic commerce d demand management Answer: (a) Difficulty: (2) Page: 14 28 In a contemporary sense, a market is thought to be: a wherever a marketer sells products b the people who may buy the product c the set of actual and potential buyers of a product d the square in the middle of the city where trade occurs Answer: (c) Difficulty: (2) Page: 14 29 The main actors in a modern marketing system would include all of the following EXCEPT: (Select the LEAST LIKELY.) a suppliers b marketing intermediaries c the end user d advertising agencies Answer: (d) Difficulty: (2) Page: 15, Figure 1-2 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 30 The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives is called _ a relationship marketing b demand management c marketing d marketing management Answer: (d) Difficulty: (2) Page: 15 31 If the Golden Gate Bridge becomes consistently overcrowded with an unsafe level of traffic, the California Transit Authority in San Francisco might have to undertake a _ campaign to reduce traffic levels during high demand periods of the day or week a public relations b regulation program c demarketing d sales Answer: (c) Difficulty: (2) Page: 16 32 The aim of demarketing is to: a destroy demand b increase demand c initiate demand d reduce or shift demand Answer: (d) Difficulty: (1) Page: 16 33 In the past, marketers followed a _ approach to gaining customers This meant that growing markets supplied endless new consumer candidates and the company did not have to worry about older customers who might become dissatisfied and leave the company’s marketing offerings a “first in, first out” b “treadmill” c “funnel” d “leaky bucket” Answer: (d) Difficulty: (2) Page: 16 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 34 Taco Bell has found that the lifetime value of a Taco Bell customer is about $12,000 Study has shown that the key to customer retention is: a offer the lowest prices b constantly advertise c offer superior customer value and satisfaction d offer a variety of products Answer: (c) Difficulty: (2) Page: 17 35 Jim Koch, founder of Samuel Adams beer, was often seen talking to bartenders and bar customers to encourage consumption of his brewery’s products This would be an illustration of which of the following marketing practice stages? a intrepreneurial marketing b entrepreneurial marketing c formulated marketing d demand-based marketing Answer: (b) Difficulty: (2) Page: 17 36 John Botros feels the heat of competition on his new Internet-based home delivery pizza business Rather than just advertising, John is encouraging his managers to get out of their offices and meet the public on their own ground In fact, Botros makes it a practice to give at least one public speech per week This would be an illustration of which of the following marketing practice stages? a intrepreneurial marketing b entrepreneurial marketing c formulated marketing d demand-based marketing Answer: (a) Difficulty: (3) Page: 17 37 Over time, marketing management has offered five distinct concepts under which organizations conduct their marketing activities Which of the following DOES NOT belong on the correct list of these concepts? a econometric concept b production concept c product concept d marketing concept Answer: (a) Difficulty: (2) Page: 19 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 38 The _ holds that consumers will favor products that are available and highly affordable (therefore, management should work on improving production and distribution efficiency) a product concept b production concept c production cost expansion concept d marketing concept Answer: (b) Difficulty: (2) Page: 19 39 The _ holds that consumers will favor products that offer the most quality, performance, and innovative features Thus, an organization should devote energy to making continuous product improvements a marketing concept b production concept c selling concept d product concept Answer: (d) Difficulty: (3) Page: 20 40 If a manufacturer was following the product concept, their operating philosophy would rely on which of the following phrases? a “Build a better mousetrap, and the world will beat a path to your door.” b “Location, location, location.” c “Watch your costs at all cost.” d “The consumer is king.” Answer: (a) Difficulty: (3) Page: 20 41 Which philosophy of business is typically practiced when marketing unsought goods? a the marketing concept b the product concept c the production concept d the selling concept Answer: (d) Difficulty: (3) Page: 20 42 When faced with overcapacity, most firms practice _ a the marketing concept b the product concept c the production concept d the selling concept Answer: (d) Difficulty: (2) Page: 20 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 43 _ holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors a The marketing concept b The product concept c The selling concept d The societal marketing concept Answer: (a) Difficulty: (2) Page: 20 44 All of the following organizational philosophy phrases are associated with the marketing concept EXCEPT: (Pick the phrase that DOES NOT fit.) a “We make it happen for you.” b “To fly, to serve.” c “If it ain’t broke, don’t fix it.” d “Let us exceed your expectations.” Answer: (c) Difficulty: (1) Page: 20 45 The questions whether the pure marketing concept is adequate in an age of environmental problems, resource shortages, rapid population growth, worldwide economic problems, and neglected social services a service concept b societal marketing concept c product concept d not-for-profit concept Answer: (b) Difficulty: (2) Page: 22 46 In an example discussed in your text, Johnson & Johnson’s recall of their Tylenol product following the discovery that several bottles of Tylenol had been laced with cyanide is consistent with which business philosophy? a the marketing concept b the product concept c the selling concept d the societal marketing concept Answer: (d) Difficulty: (2) Page: 23 47 The major marketing developments as we enter the new millennium can be summed up in a single theme: a innovation b the Internet c virtuality d connectedness 10 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 Answer: (d) Difficulty: (2) Page: 25 48 The major force behind the new connectedness in marketing is: a technology b globalization c social consciousness d privatization Answer: (a) Difficulty: (1) Page: 25 49 _ is the vast and burgeoning global web of computer networks which links computer users of all types around the world a Micronet b The Internet c The Defense Department security d The telecommunication system Answer: (b) Difficulty: (1) Page: 26 50 The connecting technologies of the computer, information, communication, and transportation connect three primary areas Which of the following WOULD NOT be among those areas? (Select the one that DOES NOT fit.) a Connections with Customers b Connections with Government c Connections with Marketing Partners d Connections with the World Around Us Answer: (b) Difficulty: (1) Page: 27, Figure 1-5 51 Under which of the following marketing connections would “connecting through strategic alliances” most likely fall? a Connections with Customers b Connections with Government c Connections with Marketing Partners d Connections with the World Around Us Answer: (c) Difficulty: (2) Page: 27, Figure 1-5 11 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 52 If the United States—and the world—has become a “salad bowl” of diverse ethnic, cultural, social, and locational groups, then one could say that: a consumer groups have blended to the extent that a marketer can not tell one consumer from another b one-to-one marketing no longer works c profitable customers are rapidly becoming a thing of the past d because consumers are maintaining their diversity, they are forming themselves into consumer communities Answer: (d) Difficulty: (3) Page: 27 53 With respect to connecting with customers, which of the following is most likely the current trend? a A focus on finding new customers b A focus on removing customers c A focus on current customer retention d A focus on “share of market.” Answer: (c) Difficulty: (3) Page: 30 54 The best illustration of direct marketing listed below would be: a shoppers at Land’s End can build a “virtual model” with their own hair color and use the model to aid in reviewing products for potential purchase b Ford Motor Company now designs all models of their popular pickups in at least 12 colors c most banks now sell automobile insurance d Wal-Mart has a policy of EDLP (everyday low pricing) as a strategic weapon Answer: (a) Difficulty: (3) Page: 30 55 A _ for personal computers consists of suppliers of computer chips and other components, the computer manufacturer, and the distributors, retailers, and others who sell the computers to businesses and final customers a mix network b supply chain c relationship channel d strategic alliance Answer: (b) Difficulty: (2) Page: 31 12 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 56 Dell Computer recently ran advertisements telling how it partners with Microsoft and Intel to provide customized e-business solutions This would be an example of which of the following? a mix network b supply management c relationship channel d strategic alliance Answer: (d) Difficulty: (3) Page: 32 57 Which of the following phrases would best describe the current attitude about connections with the world around us? a “Let the buyer beware.” b “America First.” c “Think Locally, Act Globally.” d “Outsource Everything.” Answer: (c) Difficulty: (2) Page: 33 58 If a university or college posts antismoking and antidrinking materials at strategic locations, takes out ads in the university or college newspaper, and enlists the aid of campus groups to aid with these social problems, this would be an example of which of the following? a a social marketing campaign b an ethical marketing campaign c a relationship marketing campaign d a sales promotional marketing campaign Answer: (a) Difficulty: (1) Page: 35 59 With respect to connections with customers, be sales and product centered, serve any customer, and make standardized products would be examples of which form of thinking? a the new marketing thinking b the old marketing thinking c global marketing d relationship marketing thinking Answer: (b) Difficulty: (2) Page: 36, Table 1-1 13 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 60 Marketing locally and globally, conducting e-commerce in marketspaces, and 60 assuming social and environmental responsibility would be examples of which form of thinking? a the new marketing thinking b the old marketing thinking c global marketing d relationship marketing thinking Answer: (a) Difficulty: (2) Page: 36, Table 1-1 TRUE/FALSE QUESTIONS 61 Selling is the delivery of customer satisfaction at a profit Answer: (False) Difficulty: (2) Page: 62 The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction Answer: (True) Difficulty: (2) Page: 63 Marketing is really only selling and advertising Answer: (False) Difficulty: (2) Page: 64 Selling is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others Answer: (False) Difficulty: (2) Page: 65 The first of the core marketing concepts that should be explored by the marketer wishing to business is needs, wants, and demands Answer: (True) Difficulty: (2) Page: 5, 6, Figure 1-1 66 A want is a state of felt deprivation Answer: (False) Difficulty: (2) Page: 67 Human wants that are backed by buying power are called demands Answer: (True) Difficulty: (1) Page: 14 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 68 In outstanding companies, people at all levels—including top management—stay close to customers Answer: (True) Difficulty: (1) Page: 69 A demand is anything that can be offered to a market to satisfy a need or want Answer: (False) Difficulty: (2) Page: 70 The concept of a product is limited to physical objects Answer: (False) Difficulty: (1) Page: 71 Marketing myopia occurs when sellers are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs Answer: (True) Difficulty: (3) Page: 72 The difference between the values the customer gains from owning and using a product and the costs of obtaining the product is called customer satisfaction Answer: (False) Difficulty: (3) Page: 73 One party gives X to another party and gets Y in return This would be an example of a transaction Answer: (True) Difficulty: (1) Page: 12 74 The concepts of exchange and relationships lead to the concept of demarketing Answer: (False) Difficulty: (3) Page: 14, 16 75 Marketing to reduce demand temporarily or permanently is called demarketing Answer: (True) Difficulty: (2) Page: 16 76 If a company used $10 million on television advertising, a sales force of 200 people, and had a marketing department to coordinate and further marketing efforts, the company would be employing the marketing practice of interpreneurial marketing Answer: (False) Difficulty: (3) Page: 17 77 The primary concept used in selling unsought goods such as encyclopedias or insurance is the product concept Answer: (False) Difficulty: (2) Page: 20 15 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 78 The selling concept takes an “inside-out” perspective toward the exchange process Answer: (True) Difficulty: (2) Page: 21 79 The production concept questions whether the pure marketing concept is adequate in an age of environmental problems, resource shortages, rapid population growth, worldwide economic problems, and neglected social services Answer: (False) Difficulty: (2) Page: 22 80 Connecting more selectively, connecting for life, and connecting directly are all characteristics connections with customers Answer: (True) Difficulty: (2) Page: 27, Figure 1-5 81 Keeping old customers would be a part of the old marketing thinking as applied to connections with customers Answer: (False) Difficulty: (2) Page: 36, Table 1-1 82 Marketing locally and globally would be part of the new marketing thinking as applied to connections with the world around us Answer: (True) Difficulty: (1) Page: 36, Table 1-1 ESSAY QUESTIONS 83 Define marketing and discuss its role in the economy Answer: Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others Economic roles include: meeting needs, wants, and demands (of a variety of types); creating products; creating value and satisfaction; aiding in the facilitation of exchanges, transactions, and mutually beneficial relationships; developing markets; meeting social needs of consumers; increasing consumer choice, and providing fair profits for business organizations Difficulty: (2) Page: 4, 5, Figure 1-1 and associated text 84 List and briefly discuss the core marketing concepts All of these concepts are important to understanding the definition of marketing 16 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 Answer: The core marketing concepts can be seen in Figure 1-1 They are listed as: a) needs, wants, and demands; b) products, services, and experiences; c) value, satisfaction, and quality; d) exchange, transactions, and relationships; and e) markets These key concepts are linked and form the basis by which marketing is understood and practiced Difficulty: (2) Page: 5-14, Figure 1-1 and associated text 85 List and briefly discuss three ways Nike has demonstrated that they care about their customers Answer: Nike seems to care as much about its customers’ lives as their bodies Ways that the company demonstrates that it cares are: (a) It doesn’t just promote sales, it promotes sports for the benefit of all (b) Nike invests in a wide range of lesser-known sports, even though they provide less lucrative marketing opportunities (c) Nike is focusing on innovations (especially those demanded by the consumers) (d) Nike is developing new product lines (especially those demanded by the consumers) (e) The company is creating sub-brands that often focus outside traditional Nike boundaries (such as hiking shoes and gear) (f) Nike is de-emphasizing the swoosh (the emphasis is on quality and consumer fit rather than bigness and advertising muscle) (g) Nike is entering new markets aggressively (especially overseas) All of these moves were prompted by suggestions and recommendations from consumers Difficulty: (2) Page: 9, 10, Marketing at Work 1-1 86 Define and describe the marketing management concept Answer: Marketing management is the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives As shown in the discussion provided in the chapter, marketing management seeks to manage demand efficiently and effectively so as to help consumers obtain value in their transactions with the company By doing this correctly, the company earns a profit for its labors Marketing management recognizes that customers have a lifetime value and seek to maintain the customer relationship as an important organizational objective Difficulty: (2) Page: 15 17 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 87 Marketing practice often passes through three stages List and briefly describe each of these stages Answer: The stages may be listed as: 1) Entrepreneurial marketing—most companies are started by individuals who live by their wits They visualize an opportunity and knock on every door to gain attention 2) Formulated marketing—as small companies achieve success, they inevitably move toward more formulated marketing They use television advertising, sales forces, and marketing departments to achieve their goals and objectives 3) Intrepreneurial marketing—many large and mature companies get stuck in formulated marketing, pouring over the latest reports and doing research to fine-tune their efforts These companies sometimes lose their marketing creativity and passion They now need to re-establish within their companies the entrepreneurial spirit and actions that made them successful in the first place Difficulty: (2) Page: 17 88 Carefully list and then compare the five marketing management philosophies Be sure to indicate the key components of each philosophy Answer: a) Production Concept: Consumers favor products that are available and highly affordable Management should focus on improving production and distribution efficiency The production concept is still useful in two types of situations: (1) when the demand for a product exceeds the supply (management should look for ways to increase production) and (2) when the product’s cost is too high (improved productivity is needed to bring it down) b) Product Concept: Consumers favor products that offer the most value, performance, and innovative features Therefore, the organization should devote its energy to making continuous product improvements This concept can lead to marketing myopia if not watched c) Selling Concept: Consumers will not normally buy enough products on their own, therefore, the organization must undertake a large-scale selling and promotion effort Most firms practice this concept when they have overcapacity d) Marketing Concept: Delivering the needs and wants more efficiently than the competition This is an “outside-in” perspective as opposed to the selling concept’s “inside-out” perspective e) Societal Marketing Concept: The company determines customer needs and wants and society’s best interest Conflicts in this concept are usually between short-run wants versus long-term gains in welfare Difficulty: (3) Page: 19-23 18 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) lOMoARcPSD|2348365 89 The new connected millennium has brought about changes for the marketing function Using connecting technologies (computer, information, communication, and transportation), marketers are seeking to connect in three ways List and describe these three connections Answer: The three connections are listed as: 1) Connections with Customers—considerations are connecting more selectively, connecting for life, and connecting directly 2) Connections with Marketing Partners—considerations are connecting with other company departments, connecting with suppliers and distributors, and connecting through strategic alliances 3) Connections with the World Around Us—considerations are global connections, connections with values and responsibilities, and broadened connections Difficulty: (3) Page: 26-35, Figure 1-5 90 Marketing connections are in transition Compare and contrast the old marketing thinking versus the new marketing thinking using the connection forms suggested in the chapter Answer: Students should apply connections with customers, connections with marketing partners, and connections with the world around us to the old marketing thinking and the new marketing thinking The comparisons and contrasts are shown in Table 1-1 Students should not be required to list all of these comparisons and contrasts However, they should be required to demonstrate the differences between the two forms of thinking and what the ramifications of these two paths might be for marketing in the future Difficulty: (3) Page: 36, Table 1-1 APPLICATION QUESTION 91 You have just been hired by Blue Flash Water Corporation to administer a relationship marketing program for the company The company manufactures and distributes a purity-guaranteed, non-carbonated, bottled drinking water product to grocery and convenience stores in the southwestern United States The company’s desire is to build strong economic and social ties to customers by promising and consistently delivering high-quality products, good service, and fair prices In order to this, Blue Flash wants you to build a marketing network for them Write down your ideas on what a marketing network is, how it might relate to the concept of relationship marketing, and designate the components of a what you perceive to be a marketing network for Blue Flash Water Corporation 19 Distributing prohibited | Downloaded by Th?ng Rô (rophi_hnf@yahoo.com) ... following marketing practice stages? a intrepreneurial marketing b entrepreneurial marketing c formulated marketing d demand-based marketing Answer: (a) Difficulty: (3) Page: 17 37 Over time, marketing. .. of which form of thinking? a the new marketing thinking b the old marketing thinking c global marketing d relationship marketing thinking Answer: (b) Difficulty: (2) Page: 36, Table 1- 1 13 Distributing... the following marketing practice stages? a intrepreneurial marketing b entrepreneurial marketing c formulated marketing d demand-based marketing Answer: (b) Difficulty: (2) Page: 17 36 John Botros