Creating Customer Value and Engagement

Which of the following is NOT an accurate description of modern marketing?

• Marketing is the creation of value for customers.

• Marketing involves managing profitable customer relationships.

• Marketing emphasizes selling and advertising.

• Marketing involves satisfying customers' needs.

________ are human needs that are shaped by culture and individual personality.

• Necessities

• Wants

• Demands

• Values

When backed by buying power, wants become ________.

• social needs

• physical needs

• value

• demands

A ________ is some combination of products, services, information, or experiences provided to consumers to satisfy a need or want.

• market offering

• value proposition

• brand positioning

• market segment

In marketing, which of the following terms refer to a set of actual and potential buyers?

• control group

• market

• focus group

• audience

Generic products such as sugar, flour, and rice most commonly utilise which concept?

• production concept

• product concept

• marketing concept

• societal marketing concept

Which of the following is accurate about VALUE PROPOSITION?

• A set of benefits or values it promises to deliver to customers to satisfy their needs.

• The process by which individuals and organizations obtain what they need and want through value creation and exchange.

• Direct and continuous customer involvement in shaping brand conversations, experiences, and community.

• Consumer-generated marketing that uses hashtags.