Question 1

The first stage in the development of a marketing plan is to

Accepted Answer

A)   formulate a detailed marketing objective.
B)   select a target market.
C)   assess the marketing environment.
D)   develop a new product.
E)   monitor and evaluate the marketing program.F) All of the above
G) B) and C)

Question 2

IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of cookware. Which of the following is not likely to be a step in IRI's research process?

Accepted Answer

A)   Interpreting the research data
B)   Collecting data
C)   Making decisions about whether or not the cookware's market performance is acceptable
D)   Designing the research project
E)   Reporting data to T-Fal executivesF) All of the above
G) B) and C)

Question 3

Long-range marketing plans typically cover two years.

Accepted Answer

A) True 
 B)False

Question 4

Business-to-business markets include all of the following except ____ markets.

Accepted Answer

A)   producer
B)   governmental
C)   institutional
D)   financial
E)   resellerF) B) and E)
G) C) and D)

Question 5

The exchange function involves buying, selling, and transporting.

Accepted Answer

A) True 
 B)False

Question 6

Sales forecasts generally are not affected by the level of marketing effort planned for the forecast period.

Accepted Answer

A) True 
 B)False

Question 7

Buying behavior is divided into two categories including

Accepted Answer

A)   discretionary and disposable.
B)   personal and professional.
C)   physical and virtual.
D)   internal and external.
E)   consumer and business.F) B) and D)
G) A) and E)

Question 8

No product can be marketed successfully by using the undifferentiated approach.

Accepted Answer

A) True 
 B)False

Question 9

Coca-Cola wants to determine how popular its new soft drink will be before launching it nationwide. What will Coca-Cola most likely use?

Accepted Answer

A)   Its marketing information system
B)   External data
C)   Internal data
D)   Marketing research
E)   Employee surveyF) A) and E)
G) D) and E)

Question 10

The distribution ingredient is concerned only with transportation and storage.

Accepted Answer

A) True 
 B)False

Question 11

The four elements of the marketing mix are product, price, distribution, and promotion.

Accepted Answer

A) True 
 B)False

Question 12

Explain the difference between marketing research and marketing information systems.

Accepted Answer

Marketing research and marketing informa...

Question 13

Due to a recession in the United States and abroad, ski resorts have suffered from a lack of guests during the peak season. These ski resorts have felt a direct impact from ____ forces.

Accepted Answer

A)   competitive
B)   technological
C)   sociocultural
D)   economic
E)   legal and regulatoryF) C) and D)
G) A) and D)

Question 14

Marketing managers are better able to predict consumer responses to marketing strategies and to develop a satisfying marketing mix if they are aware of the factors that

Accepted Answer

A)   are controllable marketing forces.
B)   are uncontrollable marketing forces.
C)   affect buying behavior.
D)   are used to segment the market.
E)   are involved in the handling of consumer complaints.F) None of the above
G) B) and D)

Question 15

Sheridan Marcy is getting married on Saturday. She purchases flowers for the church ceremony early Saturday morning from a local flower shop. Which of the following types of utility is not created by this activity?

Accepted Answer

A)   Form
B)   Place
C)   Time
D)   Possession
E)   OwnershipF) B) and D)
G) A) and B)

Question 16

Why would relationship marketing be valuable to a company? Why would it be valuable to a customer?

Accepted Answer

Relationship marketing would be valuable...

Question 17

On the way to work, Jill Lindquist realized her car was overheating, so she immediately pulled into a service station to have the problem fixed. Jill's buying process for the car repair was influenced by

Accepted Answer

A)   social factors.
B)   situational factors.
C)   problem recognition.
D)   psychological factors.
E)   evaluation factors.F) A) and E)
G) C) and D)

Question 18

Arthur was a salesperson for a manufacturing firm in the late 1920s. Which of the following would his employer most likely have asked him to do?

Accepted Answer

A)   Use high-pressure sales technique to sell more of the company's high production output.
B)   Nothing, because at this time production lagged well behind customer demand.
C)   Simply take orders from customers and turn them in to the company.
D)   Find out what customers really want and how the company can change its products to better meet customer needs.
E)   Develop long-term relationships with clients.F) B) and C)
G) None of the above

Question 19

General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and activities of its sales force to make marketing decisions. The firm is using ____ data.

Accepted Answer

A)   internal
B)   external
C)   continual
D)   government
E)   economicF) A) and B)
G) A) and C)

Question 20

Morton Salt Company designs a single marketing mix and directs it at the entire market. The company is using the ____ approach.

Accepted Answer

A)   target market
B)   undifferentiated
C)   market segmentation
D)   concentrated
E)   differentiatedF) A) and C)
G) A) and E)

Exam 12: Building Customer Relationships Through Effective Marketing

Business-to-business markets include all of the following except ____ markets.

Correct AnswerverifiedShow Answer

Why would relationship marketing be valuable to a company? Why would it be valuable to a customer?

Correct AnswerAnswered by ExamLex AIRelationship marketing would be valuable...View AnswerShow Answer

The distribution ingredient is concerned only with transportation and storage.

Correct AnswerverifiedShow Answer

The first stage in the development of a marketing plan is to

Correct AnswerverifiedShow Answer

Long-range marketing plans typically cover two years.

Correct AnswerverifiedShow Answer

Explain the difference between marketing research and marketing information systems.

Correct AnswerAnswered by ExamLex AIMarketing research and marketing informa...View AnswerShow Answer

Morton Salt Company designs a single marketing mix and directs it at the entire market. The company is using the ____ approach.

Correct AnswerverifiedShow Answer

No product can be marketed successfully by using the undifferentiated approach.

Correct AnswerverifiedShow Answer

Coca-Cola wants to determine how popular its new soft drink will be before launching it nationwide. What will Coca-Cola most likely use?

Correct AnswerverifiedShow Answer

On the way to work, Jill Lindquist realized her car was overheating, so she immediately pulled into a service station to have the problem fixed. Jill's buying process for the car repair was influenced by

Correct AnswerverifiedShow Answer

The exchange function involves buying, selling, and transporting.

Correct AnswerverifiedShow Answer

IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of cookware. Which of the following is not likely to be a step in IRI's research process?

Correct AnswerverifiedShow Answer

General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and activities of its sales force to make marketing decisions. The firm is using ____ data.

Correct AnswerverifiedShow Answer

The four elements of the marketing mix are product, price, distribution, and promotion.

Correct AnswerverifiedShow Answer

Sheridan Marcy is getting married on Saturday. She purchases flowers for the church ceremony early Saturday morning from a local flower shop. Which of the following types of utility is not created by this activity?

Correct AnswerverifiedShow Answer

Sales forecasts generally are not affected by the level of marketing effort planned for the forecast period.

Correct AnswerverifiedShow Answer

Buying behavior is divided into two categories including

Correct AnswerverifiedShow Answer

Marketing managers are better able to predict consumer responses to marketing strategies and to develop a satisfying marketing mix if they are aware of the factors that

Correct AnswerverifiedShow Answer

Arthur was a salesperson for a manufacturing firm in the late 1920s. Which of the following would his employer most likely have asked him to do?

Correct AnswerverifiedShow Answer

Due to a recession in the United States and abroad, ski resorts have suffered from a lack of guests during the peak season. These ski resorts have felt a direct impact from ____ forces.

Correct AnswerverifiedShow Answer

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Relationship marketing would be valuable...
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Marketing research and marketing informa...
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