Don José Tecún es uno de los clientes favoritos de Arroba. 

Harry and Meghan have decided to purchase a new home in California. For Harry and Meghan, this is a high-involvement purchase because of the expense and the potential risk. So, Harry and Meghan contact a real estate agent to obtain help in purchasing a home. Where on the problem-solving continuum is Harry and Meghan’s information search?

Apple Watch Series 6 was launched September 18, 2020. Apple Watch Series 6 features an OLED display and blood oxygen monitor, is rated at 5ATM, and boasts a longer battery life. Apple certainly understands that a big market for this new product is the existing Apple customer base. Apple’s marketing of the new Apple Watch Series 6 (a new product) to its customer base (an existing market) is an example of ________.

Several years ago, Black+Decker purchased General Electric’s small appliance product line.  Black+Decker purchased the line because it needed the cash infusion from a product line that had a dominant market share. The small appliance industry is a slow-growth one. According to the Boston Consulting Group Portfolio Matrix, what would the small appliance product line be classified as for Black+Decker?

Tide is well known for its powerful high-efficiency laundry detergent. A number of popular washing machine manufacturers recently introduced new machines that require high efficiency detergent. This would fit into which quadrant of Tide’s SWOT analysis?

Marketing’s role within the firm is to create, communicate, deliver, and sustain value for the firm’s chosen customers. This enables the firm to attract and keep customers. What does attracting and keeping customers drive for the firm?

In effective segmenting, targeting, and positioning activities, organizations will choose customers to serve based on the value they can provide those customers. The first step, segmenting (or putting into groups) is done by identifying groups of customers who are similar to each other in the way that they do what in response to the organization’s marketing efforts?

The Wall Street Journal reported that the United States is poised to deliver stronger economic growth and lower unemployment after the Federal Reserve’s interest rate increase. This report is the result of a survey of sixty five prominent economists. If marketing managers at Costco used this report as a factor in their store expansion plans, they would be using ________.

A sales representative for a pharmaceutical company visits a doctor’s office, hoping to explain a new drug to her. However, the office receptionist explains that the doctor is with patients and will not be able to see the sales rep. What is the receptionist acting as in this example?

Fortune magazine recently listed the ten most profitable American companies of the Fortune 500: Apple, JPMorgan Chase, Berkshire Hathaway, Wells Fargo, Alphabet, Bank of America, Microsoft, Johnson & Johnson, Citigroup, and Altria Group. For marketers, the path to profitability starts with ________.