MPM at Universität Magdeburg | Flashcards & Summaries

Lernmaterialien für MPM an der Universität Magdeburg

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Is the following statement true or false? “The only stakeholder who increases the value of a company is the customer.”

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False

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Where did the shift from transactional to relational marketing primarily originate from?


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An increasing market saturation

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Which of the following characteristics is not prototypical of the relationship marketing approach?

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Focus on single transactions

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Which of rhe following characteristics is not prototypical of the transactional marketing approach?

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Focus on maintaining and building relationships

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Which of the following characteristics is not prototypical of the relationship marketing approach?

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Focus on new customer acquisition

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Which of following statements is true?

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Building and maintaing loong-term customer loyalty is one aspect of relationship marketing

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Which of the following statements concerning the ‘marketing performance chain’ is true?

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Marketing performance management can be regarded as a performance process that is analyzed before the measurement treats

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Which of the following is a tangible asset?

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The buildings and its inventories of a company

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Which of the following statements concerning ‘marketing performance management (MPM)’ is true?

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MPM's core responsibility is to ensure the effectivness and efficiency of marketing activities

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Is the following statement true or false? “The marketing performance chain serves as a reference framework for marketing performance analysis. It is used to identify performance gaps between actual and desired states.”

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True

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What is customer analysis?
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systematic collection and analysis of information about customers and customer groups

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Which elements make up the marketing mix?

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Place, price, product, promotion

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Q:

Is the following statement true or false? “The only stakeholder who increases the value of a company is the customer.”

A:

False

Q:

Where did the shift from transactional to relational marketing primarily originate from?


A:

An increasing market saturation

Q:

Which of the following characteristics is not prototypical of the relationship marketing approach?

A:

Focus on single transactions

Q:

Which of rhe following characteristics is not prototypical of the transactional marketing approach?

A:

Focus on maintaining and building relationships

Q:

Which of the following characteristics is not prototypical of the relationship marketing approach?

A:

Focus on new customer acquisition

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Q:

Which of following statements is true?

A:

Building and maintaing loong-term customer loyalty is one aspect of relationship marketing

Q:

Which of the following statements concerning the ‘marketing performance chain’ is true?

A:

Marketing performance management can be regarded as a performance process that is analyzed before the measurement treats

Q:

Which of the following is a tangible asset?

A:

The buildings and its inventories of a company

Q:

Which of the following statements concerning ‘marketing performance management (MPM)’ is true?

A:

MPM's core responsibility is to ensure the effectivness and efficiency of marketing activities

Q:

Is the following statement true or false? “The marketing performance chain serves as a reference framework for marketing performance analysis. It is used to identify performance gaps between actual and desired states.”

A:

True

Q:
What is customer analysis?
A:

systematic collection and analysis of information about customers and customer groups

Q:

Which elements make up the marketing mix?

A:

Place, price, product, promotion

MPM

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