Question 1

Firms that adopt a relationship marketing strategy attempt to:

Accepted Answer

A)  develop products that meet the requirements of individual customers.
B)  maximize market share by controlling production costs and maintaining low prices.
C)  maximize their market share by designing products that appeal to large numbers of customers.
D)  develop their promotional efforts utilizing mass media such as television,newspapers and radio in order to reach a large audience.E) A) and B)
F) A) and C)

Question 2

All of the following statements about the B2B market are true  except :

Accepted Answer

A)  industrial buyers tend to be more rational.
B)  B2B market is smaller than the consumer market.
C)  the markets are often geographically concentrated.
D)  the size of industrial customers is relatively large.E) A) and C)
F) A) and D)

Question 3

A positioning statement expresses how a company wants to be perceived by its competitors.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following represents an example of demographic segmentation?

Accepted Answer

A)  A firm producing recreational equipment divides its market into groups by region of the country,designing different products for people in different parts of the country.
B)  A company that produces food products has designed a special line of easy to prepare microwavable meals that are low in low fat and high in fiber to attract people interested in the health benefits of the foods they eat.
C)  A motion picture company divides its market according to the attitudes and interests of its customers,marketing some films to people who enjoy action movies and targeting other movies to people who prefer romantic comedies.
D)  An automobile manufacturer offers different types of cars designed to appeal to different age groups and income levels.E) All of the above
F) A) and B)

Question 5

When making marketing mix decisions,marketing managers should consider:

Accepted Answer

A)  the interests of top management.
B)  the decline in importance of promotion as a tool of the marketing mix.
C)  business and global trends in which the firm operates.
D)  distribution as the most important component of the marketing mix.E) B) and C)
F) All of the above

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Because accurate and timely market information is vital to a firm's success,businesses should budget whatever it takes to get the best data available.

Accepted Answer

A) True 
 B)False

Question 8

Because the marketing concept emphasizes a profit orientation,marketing has not been used successfully by non-profit organizations.

Accepted Answer

A) True 
 B)False

Question 9

A widely used technique for collecting primary data is:

Accepted Answer

A)  collecting relevant articles in trade journals.
B)  the review of government reports.
C)  benchmarking.
D)  the observation method.E) C) and D)
F) B) and C)

Question 10

Marketing is a one-time activity,performed when a business is first established.Once a firm has fine-tuned its marketing activities,it can turn its attention elsewhere.

Accepted Answer

A) True 
 B)False

Question 11

Describe the steps involved in conducting marketing research.

Accepted Answer

There are four steps in the marketing re...

Question 12

The set of values,attitudes,and ways of doing things that result from belonging to a certain ethnic,religious,or racial group is called that group's cognitive dissonance.

Accepted Answer

A) True 
 B)False

Question 13

Keith has been hired as a marketing manager for a textbook publishing company.His primary responsibilities most likely include:

Accepted Answer

A)  pricing and promotion his firm's products.
B)  preparing job descriptions and job specifications for the firm's executives.
C)  establishing inventory control methods.
D)  ensuring production schedules are met.E) All of the above
F) None of the above

Question 14

A firm's marketing mix consists of 4 major components,which are sometimes called the four:

Accepted Answer

A)  Ps.
B)  components of a SWOT analysis.
C)  keynotes.
D)  functions of management.E) A) and C)
F) B) and C)

Question 15

Business-to-business markets tend to be:

Accepted Answer

A)  geographically concentrated.
B)  dominated by marketing intermediaries.
C)  characterized by the presence of a large number of small buyers.
D)  more emotional than consumer markets.E) None of the above
F) A) and D)

Question 16

All of the following are part of the marketing concept  except :

Accepted Answer

A)  a customer service orientation.
B)  an advertising orientation.
C)  a profit orientation.
D)  a consumer orientation.E) A) and D)
F) None of the above

Question 17

Although marketers are concerned with selling goods and services,they are not involved in designing the products their firm will sell.

Accepted Answer

A) True 
 B)False

Question 18

A firm's marketing mix refers to the combination of:

Accepted Answer

A)  people directly involved in making marketing decisions.
B)  advertising media the firm utilizes to promote its products.
C)  strategies regarding product,price,place,and promotion.
D)  goods the firm offers to different market segments.E) B) and C)
F) A) and D)

Question 19

Placing a product where people will buy it is part of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 14: Marketing: Helping Buyers Buy

Because accurate and timely market information is vital to a firm's success,businesses should budget whatever it takes to get the best data available.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Firms that adopt a relationship marketing strategy attempt to:

Correct AnswerverifiedShow Answer

A widely used technique for collecting primary data is:

Correct AnswerverifiedShow Answer

Placing a product where people will buy it is part of the marketing mix.

Correct AnswerverifiedShow Answer

When making marketing mix decisions,marketing managers should consider:

Correct AnswerverifiedShow Answer

The set of values,attitudes,and ways of doing things that result from belonging to a certain ethnic,religious,or racial group is called that group's cognitive dissonance.

Correct AnswerverifiedShow Answer

Although marketers are concerned with selling goods and services,they are not involved in designing the products their firm will sell.

Correct AnswerverifiedShow Answer

Which of the following represents an example of demographic segmentation?

Correct AnswerverifiedShow Answer

All of the following are part of the marketing concept except :

Correct AnswerverifiedShow Answer

A positioning statement expresses how a company wants to be perceived by its competitors.

Correct AnswerverifiedShow Answer

Because the marketing concept emphasizes a profit orientation,marketing has not been used successfully by non-profit organizations.

Correct AnswerverifiedShow Answer

Business-to-business markets tend to be:

Correct AnswerverifiedShow Answer

A firm's marketing mix refers to the combination of:

Correct AnswerverifiedShow Answer

Marketing is a one-time activity,performed when a business is first established.Once a firm has fine-tuned its marketing activities,it can turn its attention elsewhere.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Describe the steps involved in conducting marketing research.

Correct AnswerverifiedThere are four steps in the marketing re...View AnswerShow Answer

All of the following statements about the B2B market are true except :

Correct AnswerverifiedShow Answer

A firm's marketing mix consists of 4 major components,which are sometimes called the four:

Correct AnswerverifiedShow Answer

Keith has been hired as a marketing manager for a textbook publishing company.His primary responsibilities most likely include:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
There are four steps in the marketing re...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified