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Exam 11: Building Customer Relationships Through Effective Marketing

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Question 81

Multiple Choice

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Andrea works for a retail shop called Melody's Crafts 'N Things.Andrea was often quite rude to customers when they annoyed her.One morning,her supervisor asked Andrea into her office and informed her that her behavior was unacceptable.To be rude to one customer could cause several customers not to come back.Andrea's supervisor told her that retaining a customer is much cheaper than trying to get a new one.After their constructive discussion,Andrea's boss told her that she wanted her to go out on the floor that day and attempt to be more helpful to customers. Over the next few months,Andrea began to help customers learn more about the different products in the store and often explained why the customer might want to purchase one product over another.In doing so,she realized the importance of her role in the retail shop and began to truly enjoy her job.She started to think about the future of the company.She even thought that the company could do very well if it were to sell its products on eBay.When she brought this idea to her boss,her boss thought it was excellent,and asked Andrea to look further into the pros and cons of her idea. After evaluating Andrea's research,her boss decided to move forward with the idea,asking Andrea to head up this new venture for the company.Andrea then realized that retail is not just about making the sale;the customer should be the focus of all operations.Andrea now looks up to her boss,and is very glad that she was there to mentor her. -Refer to Melody's Crafts 'N Things.Doing business on eBay allows an entrepreneur to

A) develop a business-to-business selling model.
B) develop form utility.
C) create place utility.
D) find out what works,fast.
E) explore producer markets.

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

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Question 82

Multiple Choice

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Carla is not wealthy but attends a school in the wealthy part of her city.She works at a grocery store after school.Other girls at her school carry Gucci bags to school,wear Louis Vuitton clothing,Nikes for sports,and Jimmy Choo shoes for formal events.Carla is not invited to formal events because she cannot afford the designer clothing and accessories her classmates have.She has been invited to the prom but is concerned that she will look and feel out of place.She discusses her predicament with her neighbor,a kindly older woman,who assures her she has nothing to worry about because they can get her the clothes and accessories she needs at no cost or a fraction of the cost.The neighbor takes down her sizes and promises she will meet with her in a week.The next week,the neighbor calls her and invites her over.In her living room,she has five Louis Vuitton dresses,and a variety of designer shoes,handbags,and accessories and tells her to pick out what she likes and try it on.She picks out a dress and shoes and takes them into the bathroom to try them on.She models them for the neighbor who insists that she take them and accessories she has picked out to go with them.Carla asks how much she owes for them and the neighbor tells her,"$200." Carla pays her and takes the purchases home with her.What type of utility is the focus of this scenario?

A) Possession
B) Time
C) Place
D) Form

E) All of the above
F) C) and D)

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Question 83

Multiple Choice

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Cheryl has been examining data from her company and discussing its successes and failures with the different division heads and managers.She has drawn up a list of the company's strengths and found that it is very good at promotion and meeting clients' delivery needs on time.She has discovered that the company is very slow with collecting its receivables and therefore has a significant lag between the time merchandise is ordered,delivered,and when payment is made.She also discovered that a new company is producing the same goods as hers and is selling them for less money and with a better guarantee.Finally,she has discovered that there is a great need for her company's product in the education field and that this market is virtually untapped.Which of the following best describes Cheryl's activities?

Rooms To Go furniture store promotes its furniture to its target market based on its customers' personality attributes and lifestyles.Therefore,it is segmenting the furniture market on which type of basis?

A firm's marketing activities are affected by external and generally uncontrollable forces.

Money used for entertainment comes from ____ income.

When Walmart decides the number and locations of warehouses it needs to build and operate,it is addressing the ____ element of the marketing mix.

A firm should have no more than one market segment in its marketing strategy.

From the beginning of the Industrial Revolution until the early twentieth century,business effort was directed mainly toward

The income an individual receives from all sources less the Social Security taxes that the individual must pay is known as ____ income.

Identify and describe the four major types of utility.Which one is influenced indirectly by marketing efforts?

Describe the purpose of an executive summary,environmental analysis,and SWOT analysis,the first three components of a marketing plan.

Nancy goes to a drugstore and purchases toothpaste.What type of purchase process did Nancymost likely use?

Which of the following is not a major marketing mix element?

Within a market,a group of individuals or firms that share one or more common characteristics is called a target group.

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.When Cindy's business gets going,her income less all additional personal taxes would be called her

Customer relationship management is a technology solution for increasing sales.

Burlington Coat Factory manufactures its winter jackets in April but does not display them in its stores until early September.Burlington recognizes the importance of ____ utility.

The distribution ingredient is concerned only with transportation and storage.

Car manufacturers tend to use the ____ approach in choosing their target market.