Principles of Marketing-Chapter 1

Marketers are said to suffer from marketing myopia when they ignore underlying consumer needs and focus excessively on__

When backed by buying power, wants become needs.

Customer equity is a measure of the past value of a company's customer base.

Dollar General profitability appeals to families with more modest means. The retailer's approach is most likely_____

Studying at UR costs a lot. But to those who study at UR, an education at UR is a great value. This is an example of:

_________ are customers who show low potential profitability and little projected loyalty.