Question 1

consists of all the techniques sellers use to persuade consumers to buy their goods and services.

Accepted Answer

A)  Advertising
B)  Promotion
C)  Pre-selling
D)  ClosingE) C) and D)
F) All of the above

Question 2

is a process used to test consumer reactions about a product among potential users.

Accepted Answer

A)  Pro forma branding
B)  Virtual design
C)  Prototype
D)  Test marketingE) A) and B)
F) A) and C)

Question 3

marketers include manufacturers, intermediaries, institutions, and the government.

Accepted Answer

A)  Profit seeking
B)  Undifferentiated
C)  Institutional
D)  B2BE) A) and B)
F) B) and C)

Question 4

Kelly buys only high-priced jeans and expensive sport shoes endorsed by her favorite entertainers. Also, her attitudes and values are shaped by specific statements made by these celebrities. She also supports causes and charities the celebrities endorse. This illustrates how consumer decision making is influenced by:

Accepted Answer

A)  marketing mix variables.
B)  cognitive dissonance.
C)  a reference group.
D)  primary group identification.E) All of the above
F) C) and D)

Question 5

The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing.

Accepted Answer

A) True 
 B)False

Question 6

Target marketing is a business strategy that focuses a firm's marketing efforts towards a potentially profitable segment of a larger market.

Accepted Answer

A) True 
 B)False

Question 7

Firms developing products for a narrow segment of a market are less likely to profitably satisfy that group's needs.

Accepted Answer

A) True 
 B)False

Question 8

Andre is a real estate agent who has an idea for a software program that will help perform real estate appraisals more quickly and more accurately. He has worked with a buddy who is good at programming to develop a detailed description of what the software will do and how it differs from existing applications. Now Andre has taken this description and shown it to a number of fellow real estate agents to see if his idea appeals to them. Andre is engaging in:

Accepted Answer

A)  prototype outsourcing.
B)  test marketing.
C)  concept testing.
D)  word-of-mouth promotion.E) B) and C)
F) C) and D)

Question 9

In the Reaching beyond Our Borders box, Debra Wexler, an online diamond jewelry dealer, found a unique way to market her diamond products to consumers around the globe, her marketing strategy is to:

Accepted Answer

A)  send her sales representatives to trade conferences around the world.
B)  conduct online chats 24-hrs a day as part of a social marketing campaign.
C)  offer the low prices based on the lowest priced global currency.
D)  appeal to the wealthiest one-percent of individuals in the global market.E) A) and C)
F) C) and D)

Question 10

The secondary data collected in the research process does not need to be carefully evaluated since it's always collected from reliable secondary sources.

Accepted Answer

A) True 
 B)False

Question 11

Exploring data first helps marketers minimize marketing research costs.

Accepted Answer

A)  focus group
B)  personal interview
C)  primary
D)  secondaryE) B) and C)
F) C) and D)

Question 12

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

Accepted Answer

A) True 
 B)False

Question 13

Traditional brick-and-mortar companies face price competition from Internet-based firms.

Accepted Answer

A) True 
 B)False

Question 14

A firm that uses segmentation divides a market into groups based on values, attitudes, or interests.

Accepted Answer

A)  demographic
B)  benefit
C)  psychographic
D)  normativeE) A) and C)
F) A) and B)

Question 15

The greatest marketing need firms sought during the production era was for:

Accepted Answer

A)  Mass production and personal selling.
B)  Less expensive distribution and storage.
C)  Blanket advertising and financing.
D)  Specialized production and storage.E) A) and B)
F) A) and C)

Question 16

A focus group consists of a small group of people who meet, under the direction of a discussion leader, to communicate their opinions about an organization, its products, or other issues.

Accepted Answer

A) True 
 B)False

Question 17

Subcultures are values, attitudes, and ways of doing things that individuals embrace as a way of rebelling against the accepted values, attitudes, and ways of doing things that are passed on in the individual's traditional culture.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following describes the marketing era immediately after the development of mass production assembly lines?

Accepted Answer

A)  production era
B)  selling era
C)  marketing era
D)  customer relationship eraE) A) and B)
F) C) and D)

Question 19

Which of the following statements about the distinction between consumer goods and B2B goods is the most accurate?

Accepted Answer

A)  The same product can be classified as either a consumer good or an industrial good, depending upon its end use.
B)  Industrial goods tend to have a useful life of several years and can be depreciated while consumer goods typically last less than a year.
C)  Consumer goods are typically more expensive than industrial goods.
D)  Industrial goods are custom made to the specifications of the buyer, while the all consumer goods are mass-produced.E) B) and D)
F) All of the above

Question 20

Test marketing involves developing an accurate description of the product and asking people if the proposed product appeals to them.

Accepted Answer

A) True 
 B)False

Exam 13: Marketing: Helping Buyers Buy

The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing.

Correct Answer
verified

is a process used to test consumer reactions about a product among potential users.

Correct Answer
verified

Exploring data first helps marketers minimize marketing research costs.

Correct Answer
verified

Traditional brick-and-mortar companies face price competition from Internet-based firms.

Correct Answer
verified

The greatest marketing need firms sought during the production era was for:

Correct Answer
verified

The secondary data collected in the research process does not need to be carefully evaluated since it's always collected from reliable secondary sources.

Correct Answer
verified

A firm that uses segmentation divides a market into groups based on values, attitudes, or interests.

Correct Answer
verified

Test marketing involves developing an accurate description of the product and asking people if the proposed product appeals to them.

Correct Answer
verified

marketers include manufacturers, intermediaries, institutions, and the government.

Correct Answer
verified

Subcultures are values, attitudes, and ways of doing things that individuals embrace as a way of rebelling against the accepted values, attitudes, and ways of doing things that are passed on in the individual's traditional culture.

Correct Answer
verified

In the Reaching beyond Our Borders box, Debra Wexler, an online diamond jewelry dealer, found a unique way to market her diamond products to consumers around the globe, her marketing strategy is to:

Correct Answer
verified

Target marketing is a business strategy that focuses a firm's marketing efforts towards a potentially profitable segment of a larger market.

Correct Answer
verified

A focus group consists of a small group of people who meet, under the direction of a discussion leader, to communicate their opinions about an organization, its products, or other issues.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Which of the following describes the marketing era immediately after the development of mass production assembly lines?

Correct Answer
verified

consists of all the techniques sellers use to persuade consumers to buy their goods and services.

Correct Answer
verified

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

Correct Answer
verified

Which of the following statements about the distinction between consumer goods and B2B goods is the most accurate?

Correct Answer
verified

Firms developing products for a narrow segment of a market are less likely to profitably satisfy that group's needs.

Correct Answer
verified

Exam 13: Marketing: Helping Buyers Buy

The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing.

Correct AnswerverifiedShow Answer

is a process used to test consumer reactions about a product among potential users.

Correct AnswerverifiedShow Answer

Exploring data first helps marketers minimize marketing research costs.

Correct AnswerverifiedShow Answer

Traditional brick-and-mortar companies face price competition from Internet-based firms.

Correct AnswerverifiedShow Answer

The greatest marketing need firms sought during the production era was for:

Correct AnswerverifiedShow Answer

The secondary data collected in the research process does not need to be carefully evaluated since it's always collected from reliable secondary sources.

Correct AnswerverifiedShow Answer

A firm that uses segmentation divides a market into groups based on values, attitudes, or interests.

Correct AnswerverifiedShow Answer

Test marketing involves developing an accurate description of the product and asking people if the proposed product appeals to them.

Correct AnswerverifiedShow Answer

marketers include manufacturers, intermediaries, institutions, and the government.

Correct AnswerverifiedShow Answer

Subcultures are values, attitudes, and ways of doing things that individuals embrace as a way of rebelling against the accepted values, attitudes, and ways of doing things that are passed on in the individual's traditional culture.

Correct AnswerverifiedShow Answer

In the Reaching beyond Our Borders box, Debra Wexler, an online diamond jewelry dealer, found a unique way to market her diamond products to consumers around the globe, her marketing strategy is to:

Correct AnswerverifiedShow Answer

Target marketing is a business strategy that focuses a firm's marketing efforts towards a potentially profitable segment of a larger market.

Correct AnswerverifiedShow Answer

A focus group consists of a small group of people who meet, under the direction of a discussion leader, to communicate their opinions about an organization, its products, or other issues.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following describes the marketing era immediately after the development of mass production assembly lines?

Correct AnswerverifiedShow Answer

consists of all the techniques sellers use to persuade consumers to buy their goods and services.

Correct AnswerverifiedShow Answer

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

Correct AnswerverifiedShow Answer

Which of the following statements about the distinction between consumer goods and B2B goods is the most accurate?

Correct AnswerverifiedShow Answer

Firms developing products for a narrow segment of a market are less likely to profitably satisfy that group's needs.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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