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Exam 13: Marketing: Helping Buyers Buy

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Question 91

True/False

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The process of identifying the factors that can affect marketing success is called environmental scanning.

A) True
B) False

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Question 92

Multiple Choice

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Business-to-business markets tend to be:

A) dominated by marketing intermediaries.
B) geographically concentrated.
C) characterized by the presence of a large number of small buyers.
D) more emotional than consumer markets.

E) B) and C)
F) C) and D)

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Question 93

Multiple Choice

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A firm that uses ___________ segmentation divides a market into groups based on age,income,or level of education.

Roberto Martinez is a marketing manager for Friendly Financial Services.He has been looking at a variety of factors,such as technological,socio-cultural and economic trends as well as competitive conditions.Martinez is confident that these factors will impact Friendly's future marketing success.His efforts are an example of:

Consumer databases,blogs,and social networking are some of the technological factors that are used by marketers to develop goods and services.

The __________ is based on three elements: 1) a customer orientation,2) a service orientation,and 3) a profit orientation.

Which of the following would best benefit the development of niche marketing?

As a marketing manager for Kitch-It-Tools,Jim is frustrated with the way his organization markets their kitchen utensils.Currently Kitch-It-Tools utilizes a strategy aimed towards the largest possible number of people,relying heavily on television and radio advertising.Jim complains that the firm is not listening to its customers and is in danger of losing many of them to firms that create a personal dialogue with their buyers.Presently Kitch-It-Tools practices:

Successful marketing researchers:

The most important component of the marketing mix is the actual design and production of the product.

In the Spotlight on Small Business box titled,"Let's Go to the Movies," we learned about a recent marketing idea for movie theatres.As a student of marketing,you understand that the purpose of creating a unique movie experience such as "dinner and a movie" is:

In the production era the greatest marketing need was for distribution and storage.

When Callie wants to obtain information to research changes in her market or determine what her customers are likely to want in the future,she relies on the articles and data available in trade journals,feedback from surveys,and personal interviews of her customers.Which of the following statements about Callie's sources of information is most accurate?

Jason bought an expensive new sports car last week.Immediately after the purchase,he worried that he paid too much,and that a less expensive model with better gas mileage would have been a wiser choice.Marketers refer to the doubts Jason is experiencing as post-purchase stress syndrome.

Marketers use very detailed surveys to gather secondary dat A.

Government publications,such as the Annual Survey of Manufacturers and Survey of Current Business,are reliable sources of detailed primary dat A.

In the evolution of marketing,the marketing concept era emphasized selling and advertising in an effort to persuade consumers to buy existing products.

The two major types of markets are the:

While most students find marketing an interesting and meaningful subject,one drawback of majoring in marketing is that it prepares students for only a narrow range of career options.

Firms that adopt a relationship marketing strategy attempt to: