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Exam 11: Building Customer Relationships Through Effective Marketing

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Question 71

Multiple Choice

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Joseph Kuhn 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

A) the price of the product.
B) consumers' social values.
C) the color of the product.
D) sales promotion for the product.
E) the distribution of the product.

F) B) and C)
G) B) and E)

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Question 72

Multiple Choice

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The elements of the marketing mix are

A) product, price, merchandising, and promotion.
B) markets, goods, pricing, and transportation.
C) product, buyers, sellers, and price.
D) product, price, distribution, and promotion.
E) product, markets, buyers, and sellers.

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

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Question 73

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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.

Which of the following is not one of the four commonly recognized forms of utility?

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

​Bonnie's Copy Shop buys large quantities of copy paper both for making copies which are sold to customers, and to sell outright to customers. Bonnie's Copy Shop is a

What is a market?

All of the following are ways to collect useful marketing research information except

If Susan Sharpe, vice president of marketing, is at the stage in her market research where she is gathering information about the problem from published data and from people who have experience with the problem, she is at which stage?

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

In determining whether to manufacture and market a line of luxury automobiles, Ford Motor Company studies the effects of economic conditions on consumers' ability and willingness to buy. The company is assessing ____ forces.

From time to time, some of the activities within the eight major functions of marketing are eliminated to provide for a more effective marketing process.

Your Best, Inc. Christie 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 Christie went home to talk to her husband, they both realized that, given her passion, it would be better for Christie to open her own business. After a lot of consideration, she decided to open a sporting goods store called Your Best, Inc. She also knew just where to open the store⎯right next to her hous -Refer to Your Best, Inc. When Christie's business gets going, her income less all additional personal taxes would be called her

​Stephen buys products for personal and household use, not for business purposes. He is a

Lynn walks into a local convenience store to buy chewing gum. She more than likely will employ ____ in deciding to make that purchase.

What focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships?

At Mattel, a marketing information system stores data on regional sales activities, promotional costs, and international inventory levels. These data are examples of external sources.

Form utility is created by making a product available at a location where customers wish to purchase it.

Reseller markets consist of intermediaries such as wholesalers that buy finished products and sell them for a profit.

When KFC Corporation decides on brand names, package designs, sizes of orders, and flavors of sauces and recipes, it is controlling which element of marketing mix?