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Marketing Concepts and Strategies: A Comprehensive Assessment

Comprehensive assessment of marketing concepts.

Leo Campbell
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Marketing Concepts and Strategies: A Comprehensive Assessment1)Total customer satisfaction is the general feeling of pleasure or disappointment that resultsfrom comparing perceived performance to expectations. To achieve total customer satisfaction,organizations need to_____________.A.Lower pricesB.Spend more moneyC.Lower expectationsD.Develop marketing campaignsE.Manage customer experiences2)________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, anddistribute needed, timely, and accurate information to marketing decision makers.A.A marketing databaseB.A marketing research systemC.A promotional campaignD.A marketing information systemE.A marketing intelligence system3)A company can take several steps to improve the quality of its marketing intelligence. If thecompany purchases competitive products for study, attends open houses and trade shows, andreads competitors’ published reports and stockholder information, the company is using________ to improve the quality of its marketing intelligence.A.customer feedback systemsB.intermediariesC.advisory panelsD.sales force surrogatesE.external networks

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