Zappos: Marketing

When Zappos mistakenly priced products well below its profitability and lost​ $1.6 million, but chose not to cancel orders to​ customers, it did so with the goal of​ __________.

understanding customer needs and wants

constructing an integrated marketing program that delivers superior value

building profitable relationships with customers and creating customer delight

creating a club marketing program

capturing value from customers to create profits and customer equity

capturing value from customers to create profits and customer equity
Which marketing strategy does Zappos avoid using when creating relationships with​ customers?

Designing a​ customer-driven marketing strategy

Marketing myopia

Customer relationship management

Customer satisfaction

Building customer equity

Marketing myopia
“Wow service and 365 day return​ policy” are examples of how Zappos​ _________.

participates in a market

segments those who will buy their products

creates a core customer need

differentiates itself from the competition

creates customer-perceived value

creates customer-perceived value
______________ is the marketing management concept by which Zappos designs and carries out its marketing strategy.

Societal Concept

Selling Concept

Product Concept

Marketing Concept

Production Concept

Production Concept
Zappos recognizes that it derives far more profitability from its reputation than from money spent on its marketing budget. As a​ result, it employs the highest standards of partnership with all stakeholders including​ customers, employees, and vendors. This is an example of which of the following​ concepts?

Customer-perceived value

Customer relationship management

Consumer-generated marketing

Partner relationship management

Marketing myopia

Customer relationship management