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Exam 12: Building Customer Relationships Through Effective Marketing

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Question 21

Multiple Choice

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Kari and Carole recently opened a local candy store. They considered the entire market of candy eaters as their market. Which targeting strategy did they use in choosing a target market for their store?

A) Market segmentation
B) Undifferentiated approach
C) Differentiated
D) Concentrated
E) The marketing-mix approach

F) All of the above
G) B) and D)

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Question 22

Multiple Choice

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Rufus opened a fast-food restaurant on the corner of First and Main Streets in a small town. He named the restaurant The Hamburger Place. He offered one type of hamburger (a juicy homemade hamburger) , for which he designed a marketing mix for the entire hamburger-eater market in town. What approach did he use in choosing a target market?

A) Market segmentation
B) Target market
C) Differentiated
D) Undifferentiated
E) Marketing-mix

F) All of the above
G) None of the above

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Question 23

Multiple Choice

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In the 1920s, producers had to shift to a new sales orientation, which was characterized by all of the following except

The elements of the marketing mix are

A market is a group of individuals and/or organizations that have needs for products in a given category and have the ability, willingness, and ____ to purchase such products.

Levi Strauss is unsure of what sales forecasting method to use in determining future demand for its 501 blue jeans. When choosing the specific forecasting method, Levi Strauss should consider all of the following except

Which of the following is the most likely basis on which a market for boats can be segmented?

Would personal income, disposable income, or discretionary income be of the greatest interest to marketers? Explain your answer.

Organizations usually use only one method for forecasting sales.

Marketing research, like a marketing information system, involves a continuous process.

Southside Distributors in Los Angeles distributes beverages for a major corporation in Kansas City. It is specifically a part of a(n) ____ market.

Dell Computers purchases most of its parts from several suppliers and then assembles products based on customer specifications. The company's hard drive supplier's contract will expire soon and Dell intends to shop around for a new supplier. The purchasing process could involve all of the following except

A marketing plan is a written document that specifies an organization's resources, objectives, and strategy.

All of the following are parts of strategic market planning except

The utility created by transferring ownership of a product to a buyer is called ____ utility.

Is the business buyer or the individual consumer more likely to know more about the product being purchased? Support your answer.

A consumer usually will go through all of the steps of the consumer buying decision process for every purchase.

Hershey Chocolate Company is making an estimate of the amount of candy it expects to sell during the Christmas season based on a specified level of marketing effort. The method Hershey uses for forecasting sales includes all of the following except

The utility created by converting production inputs into finished products is called ____ utility.

Sears buys finished products and sells them for a profit to its customers. Sears is a part of which type of market?