HTM Marketing & Sales Exam 1 OKSTATE
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In Inglés
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HTM Marketing & Sales Exam 1 OKSTATE - Marcador
HTM Marketing & Sales Exam 1 OKSTATE - Detalles
Niveles:
Preguntas:
88 preguntas
| 🇬🇧 | 🇬🇧 |
| Fosters direct and continuous customer involvement in shaping brand conversations, experiences, and community | Consumer-Engagement Marketing |
| The customer's evaluation of the difference between all the benefits and all the costs of a market offering relative to those of competing offers. | Consumer-Perceived Value |
| The extent to which a product's perceived performance matches a buyer's expectations | Customer Satisfaction |
| Based on past buying experiences, the opinions of friends, and market information | Customer Expectations |
| Involves managing detailed information about individual customers and carefully managing customer "touch points" in order to maximize customer loyalty. | Customer Relationship Management (CRM) |
| Any occasion on which a customer encounters the brand and product—from actual experience to personal or mass communications to casual observation | Customer Touch Point |
| Made up of those businesses that offer one or more of the following: accommodation, prepared food and beverage service, and/or entertainment | Hospitality Industry |
| The lifetime value of a customer is the stream of profits a customer will create over the life of his or her relationship to a business | Lifetime Value (LTV) |
| Involves creating, maintaining, and enhancing strong relationships with customers and other stakeholders. | Relationship Marketing |
| A major characteristic of services; they cannot be seen, tasted, felt, heard, or smelled before they are bought. | Intangibility |
| Marketing by a service firm that recognizes perceived service quality depends heavily on the quality of the buyer–seller interaction | Interactive marketing |
| The way a person or group views an organization | Organization image |
| A pricing method using price as a means of matching demand with capacity | Revenue management |
| A model that shows the relationships between employee satisfaction, customer satisfaction, customer retention, value creation, and profitability. | Service-Profit Chain |
| Demographic, economic, technological, political, legal, social, and cultural factors | Macroenvironmental forces |
| Finding and developing new markets for your current products | Market development strategy |
| An area of need in which a company can perform profitably | Marketing opportunity |
| The marketing logic by which the company hopes to create this customer value and achieve these profitable relationships | Marketing strategy |
| Customers, competitors, distribution channels, and suppliers | Microenvironmental forces |
| Offering modified or new products to current markets | Product development |
| Relationships between independent parties that agree to cooperate but still retain separate identities. | Strategic alliances |
| A single business or collection of related businesses that can be planned separately from the rest of the company | Strategic business units (SBUs) |
| The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities | Strategic planning |
| Evaluates the company's overall strengths (S), weaknesses (W), opportunities (O), and threats (T). | SWOT analysis |
| A growth strategy by which companies acquire businesses supplying them with products or services (e.g., a restaurant chain purchasing a bakery) | Backward integration |
| A growth strategy whereby a company seeks new products that have technological or marketing synergies with existing product lines | Concentric diversification strategy |
| A product growth strategy in which a company seeks new businesses that have no relationship to the company's current product line or markets. | Conglomerate diversification strategy |
| A product growth strategy whereby a company looks for new products that could appeal to current customers that are technologically unrelated to its current line | Horizontal diversification strategy |
| A growth strategy by which companies acquire competitors | Horizontal integration |
| The net return from a marketing investment divided by the costs of the marketing investment. It measures the profits generated by investments in marketing activities. | Return on marketing investment (or marketing ROI) |
| A management approach that involves developing strategies that both sustain the environment and produce profits for the company | Environmental sustainability |
| Banks, credit companies, insurance companies, and other businesses that help finance transactions or insure against the risks associated with the buying and selling of goods. | Financial intermediaries |
| The actors and forces outside marketing that affect marketing management's ability to develop and maintain successful transactions with its target customers | Marketing environment |
| Laws, government agencies, and pressure groups that influence and limit the activities of various organizations and individuals in society | Political environment |
| Everyday information about developments in the marketing environment that help managers to prepare and adjust marketing plans. | Marketing intelligence |
| The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing a company. | Marketing research |
| Hospitality companies often hire disguised or mystery shoppers to pose as customers and report back on their experience. | Mystery shoppers |
| The gathering of primary data by observing relevant people, actions, and situations. | Observational research |
| The gathering of primary data by asking people questions about their knowledge, attitudes, preferences, and buying behavior. | Survey research |
| The stages through which families might pass as they mature | Family life cycle |
| Relatively permanent and order divisions in a society whose members share similar values, interests, and behaviors | Social classes |
| A group of people with shared value systems based on common life experiences and situations | Subculture |
| A person's pattern of living as expressed in his or her activities, interests, and opinions | Lifestyle |
| Groups that have a direct influence on a person's behavior and to which a person belongs. | Membership groups |
| A group to which a person wishes to belong. | Aspirational group |
| Online social communities—blogs, social networking, Web sites, or even virtual worlds—where people socialize or exchange information and opinions. | Online social networks |
| Cultivating opinion leaders and getting them to spread information about a product to others in their community | Buzz marketing |
| Buyer discomfort caused by postpurchase conflict | Cognitive dissonance |