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Exam 13: Marketing: Helping Buyers Buy

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Question 51

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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.

A) True
B) False

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Question 52

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Outstanding service after the sale was a primary focus of businesses during the selling era.

A) True
B) False

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Question 53

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

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

Jose has accepted a sales position at Business Solutions Corporation.Prior to this job,Jose worked in the electronics department of a retail store selling personal computers to consumers.In his new job at Business Solutions,Jose will sell personal computers to businesses.Despite the fact that the products sold to these two customer groups are quite similar,Jose is likely to find that purchasing decisions by buyers in the two markets will be influenced by different factors.

Which of the following is considered a step in the marketing research process?

The marketing concept emphasizes that everyone from the president of the firm to the delivery people should be customer oriented.

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 first step in the marketing research process is to collect relevant data.

The focus of the production era was on distribution and advertising.

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.

The four elements of the marketing mix are product,production,price,and predictability.

The goal of __________ is to keep individual customers over time by offering them new products that exactly meet their requirements.

Firms that adopt a relationship marketing strategy attempt to:

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.

Which of the following is the best example of cognitive dissonance?

The business-to-business (B2B)market involves the marketing of goods and services to institutions that sell,rent,produce or supply goods to others.

"Selling to everybody and listening to nobody" might be the result of a firm that uses a ________ marketing strategy.

A test market refers to the people in a market that will be least likely to use the product or service the marketer is offering.

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