FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 13: Marketing: Helping Buyers Buy

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 121

Multiple Choice

Review LaterAdd Note

Review Later

Luna, a marketing manager for a retailer of lighting products, will likely be involved in which of the following?

A) setting a price for the light fixtures her firm produces
B) deciding the best way to hire new employees to produce the lights
C) developing ideas for new ways to produce the lights
D) determining the best way to finance the purchase of new production equipment

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

Correct Answer

verified

Show Answer

Question 122

Multiple Choice

Review LaterAdd Note

Review Later

Outdoor Adventure, a company that designs and manufactures sportswear, focuses their marketing efforts on people who participate in strenuous outdoor activities such as running, hiking, and climbing. For example, the firm advertises heavily in Runner's World and Women's Running. Outdoor Adventure is using ________ factors to segment its market.

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

E) None of the above
F) B) and C)

Correct Answer

verified

Show Answer

Question 123

True/False

Review LaterAdd Note

Target marketing is a business strategy that focuses a firm's marketing efforts toward a potentially profitable segment of a larger market.

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

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

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

Which of the following terms involves the analysis of markets to identify opportunities and challenges?

B2B markets tend to be geographically concentrated.

Successful marketers adjust their product offerings as the level of economic activity changes.

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

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

Romeo accepted a sales position at SharpSmart Computers. Before joining SharpSmart, Romeo worked in the electronics department of a retail store and sold personal computers and tablets to consumers. In his new job, Romeo will sell personal computers and tablets to businesses. Despite the fact that the products sold to these two customer groups are quite similar, Romeo is likely to find that purchasing decisions by buyers in the two markets will be influenced by different factors.

Which of the following refers to the process of dividing the total market into several groups with similar characteristics?

Setting a price for the product or service is one element of the marketing mix.

Lennox just moved from a position where he dealt with the consumer market to working as a salesperson in the B2B market. As he considers his new responsibilities, it's likely that he will

A ________ orientation refers to the process of determining the wants and needs of buyers and then providing goods and services to meet or exceed their expectations.

Designing a want-satisfying product is part of the marketing mix.

Providing people with a description of a potential new good or service and asking if the idea appeals to them are key parts of the marketing process.

A ________ marketing strategy develops products and promotions designed to please large groups of people.

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.