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Exam 13: Marketing: Helping Buyers Buy

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Question 41

True/False

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Firms adopting a relationship marketing strategy often establish a database of information about each customer.

A) True
B) False

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Question 42

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The last step in the marketing process often includes:

A) collecting the cash from sales to consumers.
B) developing a written report to summarize the results of the period's marketing activities.
C) deciding the best way to distribute the product.
D) building relationships with customers.

E) A) and B)
F) None of the above

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Question 43

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The marketing concept was used heavily by business when it was first suggested in the 1950s.

The first step in the marketing research process is to collect relevant data.

A firm's marketing mix consists of 4 major components,which are generally referred to as the four:

Consumer behavior is influenced by the attitudes,values,and ways of doing things that are passed from one generation to the next.

When classifying a product as a consumer product or a B2B product,the primary factor to consider is the financial status of the buyer.

The tremendous demand for consumer goods and services after World War II helped launch the production era of marketing.

Tasteequik Food markets one line of food products to consumers looking for meals that are very simple and quick to prepare.Tasteequik also offers another line of food targeted to people interested in low fat,high nutrition foods.Tasteequik's strategy of dividing the market into groups that want similar things from the products they buy is an example of:

As a marketing manager for Kitch-It-Tools,Jim is frustrated with the way his organization markets their kitchen utensils.Currently Kitch-It-Tools utilizes a strategy aimed towards the largest possible number of people,relying heavily on television and radio advertising.Jim complains that the firm is not listening to its customers and is in danger of losing many of them to firms that create a personal dialogue with their buyers.Presently Kitch-It-Tools practices:

The last step in the marketing process often includes building a continuing relationship with customers.

Understanding consumers in marketing is considered so important that a whole area of marketing called _____________________ emerged.

Designing a want-satisfying product is part of the marketing mix.

a profit orientation.

Which of the following tasks would be included in the marketing mix?

Cognitive dissonance refers to the confusion and frustration people experience when they compare different products they rarely use before making a purchase.

Peggy,a fitness instructor at the local YMCA,has been invited by a magazine publisher to meet with nine other people to discuss a new concept for a health and fitness magazine.A member of the publisher's marketing staff will be at the meeting to guide the discussion and to record the participants' comments and suggestions.If Peggy accepts the invitation,she will be participating in a focus group. A focus group is a popular research method in which a small group of people meet under the direction of a discussion leader to communicate their opinions about an organization,its products,or other important issues.

In the Spotlight on Small Business box,after entrepreneur Lance Fried developed a successful prototype for his waterproof MP3 player,he decided the best strategy for marketing his product was to:

In the marketing research process,marketers should examine all the implications of alternative solutions before making a recommendation.

Which of the following describes a word,letter,or group of words or letters that differentiate the goods and services of a seller from those of competitors?