Question 1

A key element of customer relationship management is to:

Accepted Answer

A)  keep the price of goods as low as possible.
B)  develop a strategy to achieve the largest possible market share.
C)  allow customers to participate in the management decisions of the firm.
D)  learn as much as possible about customers.E) B) and D)
F) All of the above

Question 2

The strategy of focusing on small but profitable market segments is called micro marketing.

Accepted Answer

A) True 
 B)False

Question 3

The marketing process includes decisions about the best way to get the product to the consumer.

Accepted Answer

A) True 
 B)False

Question 4

Travel agencies demonstrate a one-to-one marketing strategy when they develop unique vacation packages for individual customers.

Accepted Answer

A) True 
 B)False

Question 5

People with unsatisfied wants and needs who have both the ability and the willingness to buy are:

Accepted Answer

A)  a market.
B)  stockholders.
C)  a profit center.
D)  a marketing mix.E) A) and B)
F) All of the above

Question 6

Demographic segmentation divides a market into segments based on the customer's location.

Accepted Answer

A) True 
 B)False

Question 7

Business-to-business markets tend to be geographically concentrated.

Accepted Answer

A) True 
 B)False

Question 8

A firm gathers ___________ data by conducting surveys,interviewing customers,or mailing out questionnaires.

Accepted Answer

A)  primary
B)  secondary
C)  non-referenced
D)  unbiasedE) B) and D)
F) A) and D)

Question 9

According to the material in the Thinking Green box in Chapter 13,many automobile dealers are:

Accepted Answer

A)  focusing on the Internet as a source of creating the proper marketing mix to reach customers.
B)  ignoring the 4 Ps and concentrating on the 3 Rs: reliable products,reputation for honesty,and reasonable policies.
C)  attempting to use mass marketing to create strong customer loyalty.
D)  obtaining most of their sales from global markets reducing the need for inventory they must carry in the showroom.E) All of the above
F) A) and D)

Question 10

Contacting customers after a sale to reassure them that they made the right decision is intended to offset:

Accepted Answer

A)  reverse satisfaction.
B)  cognitive dissonance.
C)  doubt resolution.
D)  relationship conflict.E) All of the above
F) None of the above

Question 11

__________ marketing involves developing a unique mix of goods and services for each individual customer.

Accepted Answer

A)  B2B
B)  Volume
C)  Usage
D)  One-to-oneE) A) and B)
F) A) and C)

Question 12

The marketing manager's job is to design a program that effectively combines the ingredients of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following describes individuals that want goods and services for personal consumption and have the resources to buy them?

Accepted Answer

A)  secondary market
B)  business-to-business market
C)  market segmentation
D)  consumer marketE) A) and B)
F) A) and C)

Question 14

In the evolution of marketing,the production era assumed an unlimited market.

Accepted Answer

A) True 
 B)False

Question 15

Successful marketing researchers:

Accepted Answer

A)  focus their efforts on determining historical needs of customers,since the core value of marketing is that the customer needs don't change.
B)  develop as much information as possible from primary sources.
C)  listen to customers and other stakeholders.
D)  rely on their experience and personal opinions when making decisions.E) A) and B)
F) A) and C)

Question 16

The factor that determines whether a product is classified as a consumer product or an industrial product is:

Accepted Answer

A)  the end use of the product.
B)  the decision-making process used to purchase the good or service.
C)  who the buyer represents.
D)  whether the good is new or used.E) C) and D)
F) B) and D)

Question 17

The business philosophy of "produce as much as you can because there is a limitless market" is consistent with which of the following marketing eras?

Accepted Answer

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

Question 18

The activities of marketers depend on what needs to be done to satisfy consumer wants and needs,in other words,helping the buyer buy.

Accepted Answer

A) True 
 B)False

Question 19

When making marketing mix decisions,marketing managers should consider:

Accepted Answer

A)  the environment in which the firm operates.
B)  distribution as the most important component of the marketing mix.
C)  the interests of top management.
D)  the decline in importance of promotion as a tool of the marketing mix.E) All of the above
F) None of the above

Question 20

Marketers use very detailed surveys to gather secondary data.

Accepted Answer

A) True 
 B)False

Exam 13: Marketing: Helping Buyers Buy

People with unsatisfied wants and needs who have both the ability and the willingness to buy are:

Correct AnswerverifiedShow Answer

Marketers use very detailed surveys to gather secondary data.

Correct AnswerverifiedShow Answer

According to the material in the Thinking Green box in Chapter 13,many automobile dealers are:

Correct AnswerverifiedShow Answer

Which of the following describes individuals that want goods and services for personal consumption and have the resources to buy them?

Correct AnswerverifiedShow Answer

The marketing process includes decisions about the best way to get the product to the consumer.

Correct AnswerverifiedShow Answer

Travel agencies demonstrate a one-to-one marketing strategy when they develop unique vacation packages for individual customers.

Correct AnswerverifiedShow Answer

A firm gathers ___________ data by conducting surveys,interviewing customers,or mailing out questionnaires.

Correct AnswerverifiedShow Answer

Business-to-business markets tend to be geographically concentrated.

Correct AnswerverifiedShow Answer

The business philosophy of "produce as much as you can because there is a limitless market" is consistent with which of the following marketing eras?

Correct AnswerverifiedShow Answer

When making marketing mix decisions,marketing managers should consider:

Correct AnswerverifiedShow Answer

__________ marketing involves developing a unique mix of goods and services for each individual customer.

Correct AnswerverifiedShow Answer

Contacting customers after a sale to reassure them that they made the right decision is intended to offset:

Correct AnswerverifiedShow Answer

The marketing manager's job is to design a program that effectively combines the ingredients of the marketing mix.

Correct AnswerverifiedShow Answer

A key element of customer relationship management is to:

Correct AnswerverifiedShow Answer

The strategy of focusing on small but profitable market segments is called micro marketing.

Correct AnswerverifiedShow Answer

The activities of marketers depend on what needs to be done to satisfy consumer wants and needs,in other words,helping the buyer buy.

Correct AnswerverifiedShow Answer

The factor that determines whether a product is classified as a consumer product or an industrial product is:

Correct AnswerverifiedShow Answer

Demographic segmentation divides a market into segments based on the customer's location.

Correct AnswerverifiedShow Answer

In the evolution of marketing,the production era assumed an unlimited market.

Correct AnswerverifiedShow Answer

Successful marketing researchers:

Correct AnswerverifiedShow Answer

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