BUS 330 Week 1 Quiz

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BUS 330 Week 1 Quiz

1. The fundamental reason for undertaking a Situation Analysis is to

2. Kotler’s three generations of marketing thought framework is useful compared to Kurtz’s “four eras” framework because it

3. Which campaign example BEST illustrates a focus on capturing “share of customer”?

4. The Marketing Era could be most identified with

5. What market trend is creating an opportunity for product offerings that are marketed as ideas?

6. An event planner was arranging a banquet to celebrate her client’s successful merger. To do so, she reserves a musician, caterer, and reception hall. Each of these results in a transaction termed a(n)

7. Which of the Four Utilities of Customer Value is a brewing company controlling when it emphasizes in its advertising that no preservatives have been used in manufacturing the brews?

8. Which of the following terms is associated with the execution of one-to-one advertising campaigns?

9. The Napa fuel gel and firepots discussed in this chapter represent a product at which stage in its life cycle?

10. Which statement BEST describes the effect of technology on marketing campaign strategy?