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Exam 11: Building Customer Relationships Through Effective Marketing

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Question 61

Multiple Choice

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Which of the following indicates a customer orientation?

A) Increasing advertising
B) Taking orders from customers
C) Distributing goods to customers
D) Intensifying sales techniques
E) Developing products that fulfill customers' needs

F) A) and B)
G) B) and E)

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Question 62

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​A collection of information arranged for easy access and retrieval may be referred to as a

A) ​database.
B) ​market share.
C) ​sales forecast.
D) ​marketing environment.

E) None of the above
F) A) and C)

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Question 63

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Total Accounting has developed new software for nonprofit organizations that allows the organization to send donors receipts via SMS or email.The software permits donors who have downloaded its app to keep a running total of their donations to each nonprofit organization they make donations to if the organization uses the Total Accounting software.This permits the donor to do year-end tax planning.The software also tracks donors for the organizations and sorts them according to the activities or events that elicit the greatest contribution from each donor so the organization can use this information for marketing purposes.What market is the target of the Total Accounting marketing team?

Louis has moved into the planning step of marketing research.At this step of the process,he will

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

Karl has a sporting goods business.He started his business before there were any big-box sporting goods stores in town.He has several faithful customers who buy fishing gear from him because he can advise them on the best rods,reels,and tackle for the places they go to fish.Karl also gives fly-tying lessons and sells fly-tying equipment and supplies.He is active in the Boy Scouts and gives a discount to any Boy Scout or Girl Scout.The Friday night before a new hunting or fishing season opens,he stays open later and has "fireside chats" about hunting the particular game that will soon be in season.During the chats,hunters can share information,tell stories,and form hunting parties.During the extended hours,the hunters can buy their game tags,fishing licenses and stickers,and other gear needed for hunting.Karl's business has profited from these events and the increased business from the Girl Scouts and Boy Scouts.Quite often,people in the community who neither hunt nor fish attend the chats just to hear the stories and end up buying flashlights,lanterns,cooking gear,blankets,bug repellant,wet sacks,and other goods.Over the years,the "chats" have turned into a potluck in the store.Karl is so well known,he has been invited to talk at schools and libraries about hunting and fishing safety and conservation;he even taught an elementary school class how to make hair decorations using a bobby-pin and fly-tying supplies and techniques.What is Karl's marketing goal in holding these events and giving the Scouts discounts?

Buying behavior is divided into two categories including

AST 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 AST intends to shop around for a new supplier.The purchasing process could involve all of the following except

The Bitty-Baby Store wants to update its way of doing business from the methods of the sales era to the more current methods of the marketing concept.Which of the following tactics will not be a step in the right direction?

An approach to marketing that involves the entire business organization in the process of satisfying customers' needs while achieving the organization's goals is called

Stanley was trained as an engineer,but recently he has been assigned the marketing responsibility for his company.In his role as a marketer,he wants to know what marketing can and cannot control.You indicate that marketing cannot control

The process of shipping fresh flowers from California to Texas gives ____ utility to the flowers.

Your Wish,Inc. Cindy worked for a retail company and noticed there were many things it could do better.She shared some of her ideas with upper management,but it did not want to do things differently.When Cindy went home to talk to her husband,they both realized that,given her passion,it would be better for Cindy to open her own business.After a lot of consideration,she decided to open a sporting goods store called Your Wish,Inc.She also knew just where to open the store⎯right next to her house. To be certain to address all aspects of the business,Cindy hired a marketing research firm to determine the best location.Once all the research was compiled and analyzed,she realized that it would actually be better to open the store in a different area.She also realized that deciding where to locate the business was not the only major concern.More specifically,she would have to focus on the four elements of the marketing mix as well,creating a whole marketing plan.Her husband mentioned the possibility of using online information services to help with the business.With her husband's support and a good marketing plan,Cindy felt that she would be prepared to make the right decisions. -Refer to Your Wish,Inc.If Cindy were to use information services available online,they would offer her access to which of the following?

Markets are classified as either

The process of systematically gathering,recording,and analyzing data concerning a particular marketing problem is called

A law requiring nutritional information on the outside packaging of food products is what type of force in the external marketing environment?

A marketing plan specifies an organization's resources,objectives,marketing strategy,and implementation and control efforts to be used in marketing a specific product or product group.

General Motors uses multiple marketing mixes for its various divisions and focuses these marketing mixes on various segments of the automobile-purchasing market.General Motors uses

Implementation of the marketing concept requires a firm to obtain information on what customers' needs are and how those needs are being met by products currently on the market.

A plan that will enable an organization to make the best use of its resources to meet its objectives is called a