Question 1

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 2

A firm that uses ________ segmentation divides a market into groups based on age, income, or level of education.

Accepted Answer

A)   demographic
B)   psychographic
C)   perceived value
D)   econometricE) B) and C)
F) All of the above

Question 3

The set of values, attitudes, and ways of doing things that result from belonging to a certain ethnic, religious, or racial group is called that group's cognitive dissonance.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following represents a technique used to obtain primary data?

Accepted Answer

A)   gaining access to an unpublished government report from the Federal Trade Commission (FT
C)  
B)   conducting personal interviews with potential customers
C)   establishing a database to store and cross-index articles from leading academics and researchers
D)   reviewing the best-selling trade books and textbooks that present marketing principlesE) C) and D)
F) A) and B)

Question 5

Describe the steps involved in conducting marketing research.

Accepted Answer

There are four steps in the marketing re...

Question 6

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

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Because the marketing concept emphasizes a profit orientation, marketing has not been used successfully by nonprofit organizations.

Accepted Answer

A) True 
 B)False

Question 9

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) None of the above

Question 10

Placing a product in a location where people will buy it is part of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 11

Relationship marketing moves away from mass production and toward custom-made goods and services.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is most consistent with a relationship marketing strategy?

Accepted Answer

A)   developing a website that seeks customer feedback and allows customers to communicate with the company
B)   creating a national advertising campaign using radio and television to increase market share
C)   designing a promotional campaign to increase cooperation among the firm's suppliers
D)   distributing goods through limited service discount storesE) A) and D)
F) B) and C)

Question 13

Intermediaries are firms in the middle of a series of organizations that distribute goods from producers to consumers.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)   primary
B)   secondary
C)   non-referenced
D)   unbiasedE) None of the above
F) C) and D)

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

Which of the following correctly identifies why companies would use a market segmentation strategy?

Accepted Answer

A)   They can avoid antitrust laws by selecting a small slice of a larger market.
B)   This strategy enables a firm to identify common traits in different consumer groups.
C)   With limited resources, firms can better satisfy the wants and needs of a smaller target market.
D)   Government regulations require firms to maintain accurate records to show that the firm has not discriminated against a market segment.E) All of the above
F) B) and D)

Question 17

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) All of the above
F) A) and D)

Question 18

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

Question 19

The Fairness Foundation is a nonprofit organization that helps underprivileged children. As a nonprofit organization, it does not perform marketing functions, since these functions are designed to help organizations earn a profit.

Accepted Answer

A) True 
 B)False

Question 20

Green Goddess Lawncare, Inc., has enjoyed growing profits for 10 years. When new-product development made it feasible for underground sprinkling systems to be installed at a reasonable price, business soared. Recently, through ________ the owner of Green Goddess learned about a seed that only needs to be watered two times each year. This innovation could have serious consequences on healthy revenues and profits. The owner is analyzing the ________ environment in order to remain knowledgeable about new trends that may affect his business.

Accepted Answer

A)   environmental scanning; economic
B)   environmental scanning; technological
C)   continuous processing; economic
D)   continuous processing; technologicalE) B) and D)
F) A) and C)

Exam 13: Marketing: Helping Buyers Buy

A key element of customer relationship management is to

Correct Answer
verified

The set of values, attitudes, and ways of doing things that result from belonging to a certain ethnic, religious, or racial group is called that group's cognitive dissonance.

Correct Answer
verified

Because the marketing concept emphasizes a profit orientation, marketing has not been used successfully by nonprofit organizations.

Correct Answer
verified

Relationship marketing moves away from mass production and toward custom-made goods and services.

Correct Answer
verified

Describe the steps involved in conducting marketing research.

Correct Answer
verified
There are four steps in the marketing re...
View Answer

Correct Answer
verified

Which of the following correctly identifies why companies would use a market segmentation strategy?

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The Fairness Foundation is a nonprofit organization that helps underprivileged children. As a nonprofit organization, it does not perform marketing functions, since these functions are designed to help organizations earn a profit.

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

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

Correct Answer
verified

A firm that uses ________ segmentation divides a market into groups based on age, income, or level of education.

Correct Answer
verified

Which of the following is most consistent with a relationship marketing strategy?

Correct Answer
verified

Successful marketing researchers

Correct Answer
verified

Placing a product in a location where people will buy it is part of the marketing mix.

Correct Answer
verified

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 Answer
verified

Which of the following represents a technique used to obtain primary data?

Correct Answer
verified

Intermediaries are firms in the middle of a series of organizations that distribute goods from producers to consumers.

Correct Answer
verified

Exam 13: Marketing: Helping Buyers Buy

A key element of customer relationship management is to

Correct AnswerverifiedShow Answer

The set of values, attitudes, and ways of doing things that result from belonging to a certain ethnic, religious, or racial group is called that group's cognitive dissonance.

Correct AnswerverifiedShow Answer

Because the marketing concept emphasizes a profit orientation, marketing has not been used successfully by nonprofit organizations.

Correct AnswerverifiedShow Answer

Relationship marketing moves away from mass production and toward custom-made goods and services.

Correct AnswerverifiedShow Answer

Describe the steps involved in conducting marketing research.

Correct AnswerverifiedThere are four steps in the marketing re...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Which of the following correctly identifies why companies would use a market segmentation strategy?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Fairness Foundation is a nonprofit organization that helps underprivileged children. As a nonprofit organization, it does not perform marketing functions, since these functions are designed to help organizations earn a profit.

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

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

Correct AnswerverifiedShow Answer

A firm that uses ________ segmentation divides a market into groups based on age, income, or level of education.

Correct AnswerverifiedShow Answer

Which of the following is most consistent with a relationship marketing strategy?

Correct AnswerverifiedShow Answer

Successful marketing researchers

Correct AnswerverifiedShow Answer

Placing a product in a location where people will buy it is part of the marketing mix.

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

Which of the following represents a technique used to obtain primary data?

Correct AnswerverifiedShow Answer

Intermediaries are firms in the middle of a series of organizations that distribute goods from producers to consumers.

Correct AnswerverifiedShow Answer

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There are four steps in the marketing re...
View Answer

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