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Exam 13: Marketing: Helping Buyers Buy

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Question 61

Multiple Choice

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Nature's Sun,a company that designs and manufactures clothing for active people,focuses their marketing efforts on people who participate in strenuous outdoor activities such as running and mountain climbing.For example,the firm advertises heavily in magazines for runners.Nature's Sun is using _________ factors to segment its market.

A) demographic
B) value
C) volume
D) psychographic

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

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Question 62

Multiple Choice

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The number of buyers in business-to-business markets is:

A) roughly the same as the number of buyers in the consumer market.
B) much larger than the number in the consumer market.
C) relatively small compared to the consumer market.
D) controlled by government regulation.

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

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Question 63

True/False

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Marketing research needs to be an ongoing process at a firm since changes in the marketplace and among consumers is a continuous process.

Which of the following is part of the marketing process?

The secondary data collected in the research process does not need to be carefully evaluated since it's always collected from reliable secondary sources. The secondary data collected in the research process might be turned into useful information.However,since this data has been collected from outside sources and can often be old,companies must be very careful relying on secondary data.

Traditional brick-and-mortar companies face price competition from Internet-based firms.

Eavesdrop Communications just finished a telephone survey of several of their current customers.They plan to conduct in-depth personal interviews with about twenty additional customers.Both the telephone survey and the interviews are sources of primary data for Eavesdrop. Primary data are facts and figures not previously published that marketers gather for their own use.Telephone,online,and mail surveys and personal interviews are common ways to obtain primary data.

In an effort to increase profits,Yen Ching Chinese restaurant is attempting to appeal to a specific segment of the market by offering an all-you-can-eat buffet.These efforts,designed to identify specific groups that can be profitably served,represent an example of:

In an effort to increase customer loyalty,management at Phat International has worked to create a personal dialogue with their customers.This dialogue will enable Phat to offer products that exactly meet their customers' needs and provide personalized service before and after the sale.Phat International's new strategy illustrates:

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

Which of the following statements is the most accurate?

The primary focus of marketing today is on selling and advertising.

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

During the ________ era,the prevalent business philosophy turned from an emphasis on production to an emphasis on advertising and selling.

Because consumers differ in age,educational level,income,and tastes,firms will be more likely to succeed if they target a segment of a market and develop goods and services specially tailored to that group.

B2B marketers include manufacturers,retailers,hospitals,and the government.

Exploring _________ data first helps marketers minimize marketing research costs.

Relationship marketing makes heavy use of media such as television,radio and newspapers,to convince large groups of customers to buy a standardized product.

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?

provide goods and services that will earn a profit.