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Exam 13: Marketing: Helping Buyers Buy

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Question 81

True/False

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Helen,a manager for Marshall Manufacturing,spends much of her time reviewing the global,technological,socio-cultural,competitive,and economic factors that can influence the success of her firm's marketing efforts.Helen's efforts indicate that she is involved with environmental scanning.

A) True
B) False

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Question 82

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Getting the product from the producer to the consumer is a production-related process and not related to the marketing mix.

A) True
B) False

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Question 83

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The number of customers in business-to-business markets is quite large compared to the number of customers in the consumer market.

Marketing research usually begins with secondary data because it is more accurate and more relevant than primary dat A.

Blogging has brought Southern Nights Nursery a step in the right direction toward building relationships with its customers.The owner blogs his weekly recommendations to loyal followers and provides supplier sources for all kinds of rare and hard to find plants and shrubs.Customers provide other customers with reviews and comments about various plants they purchased through Southern Nights.As an extension of customer relationship management,this company is practicing ____________.

According to the _________ concept,a firm must 1) find out what customers want and provide it,2) make sure everyone in the organization has customer satisfaction as an objective,and 3) provide goods and services that will earn a profit.

Marketing mistakes are costly! In the past,companies have designed intricate products that markets did not perceive any need for.They have aired promotional campaigns that have offended audiences.They have priced products out of reach of the target market.Marketing experts defend the importance of _________________ ,the process of gathering all sorts of information about customers and products in order to make informed decisions about the product,price,place,and promotion.

The purchase of a cash register is likely a B2B product.

The idea behind customer relationship management is to enhance customer satisfaction and stimulate long-term customer loyalty.

Andre is a real estate agent who has an idea for a software program that will help perform real estate appraisals more quickly and more accurately.He has worked with a buddy who is good at programming to develop a detailed description of what the software will do and how it differs from existing applications.Now Andre has taken this description and shown it to a number of fellow real estate agents to see if his idea appeals to them.Andre is engaging in:

Firms adopting a relationship marketing strategy often establish a database of information about each customer.

Which of the following describes a process in which marketers present an accurate description of a new product to potential customers and ask if they find the idea appealing?

________ is the activity,set of institutions,and processes for creating,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large.

Marketers define a ________ as any physical good,service,or idea that satisfies a want or need.

Relationship marketing moves away from mass production and toward custom-made goods and services.

For the past 25 years,Sam's family ran movie theatres in a mid-sized metropolitan are A.Four theatres were located in three different cities,all within 15-20 miles of each other.Usually,the theatres featured the latest movies,and on the same schedule.Although the business kept its theatres on a remodeling schedule,the past few years,there were significant declines in ticket sales.After reading the segment,"Let's Go to the Movies," in the Spotlight on Small Business box,you would suggest to Sam that he:

Sales representatives at the HomeWork Helper Appliances Store work hard to develop a close relationship with their customers and to provide satisfaction even after the sale.These efforts by HomeWork Helper's sales personnel are part of the marketing process.

Relationship marketing is rather easy to implement in the B2B market but almost impossible to use in the consumer market due to the sheer size of the consumer market.

The greatest marketing need firms sought during the production era was for:

Which of the following statements about the distinction between consumer goods and B2B goods is the most accurate?