1. Match the following terms to the definition that best describes the term. The answer is provided for the first item to show you how to format your answer (simply provide the letter to the left of the term).

(d) Marketing

___ Marketing concept

___ Marketing strategy

___ Market segment

___ Target market

___ Primary data

___ Secondary data

___ Brand

___ Brand equity

___ Brand loyalty

(a) Plan for selecting a target market and creating, pricing, promoting, and distributing products that satisfy customers.

(b) Information used in marketing decisions that has already been collected for other purposes.

(c) Consumer preference for a particular brand that develops over time based on satisfaction with a companys products.

(d) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

(e) Value of a brand generated by a favorable consumer experience with a product.

(f) Basic philosophy of satisfying customer needs while meeting organizational goals.

(g) Specific group of customers who should be interested in your product, have access to it, and have the means to buy it.

(h) Newly collected marketing information that addresses specific questions about the target market.

(i) Group of potential customers with common characteristics that influence their buying decisions.

(j) Word, letter, sound, or symbol that differentiates a product from similar products on the market.

2. Complete the written requirements below. When asked to provide a description or an example, be sure to provide sufficient detail to show that you understand the concept. Use proper grammar. Also, you must use your own examples rather than the examples provided in the text.

a. Describe two types of market segments presented in the text and provide your own examples of products that might target these two market segments (more than two are described in the text, but you only need to describe two).

b. Provide two examples of your own brand loyalty. Be sure to describe why you are loyal to the brands you identify.

c. Provide two examples of products you purchase where packaging is important. Explain how the packaging is important for the products you selected.