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Exam 11: Building Customer Relationships Through Effective Marketing

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Question 41

Multiple Choice

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The forces that make up the external marketing environment of a firm

A) have little effect on internal operations.
B) can be controlled to the firm's advantage.
C) result from the operations of the firm.
D) are generally beyond the firm's control.
E) include price,promotion,distribution,and product.

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Question 42

Multiple Choice

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Morton Salt Company designs a single marketing mix and directs it at the entire market.The company is using the ____ approach.

A) target market
B) undifferentiated
C) market segmentation
D) concentrated
E) differentiated

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Question 43

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An essential aspect of the marketing concept is ensuring that the firm has adequate production capabilities to satisfy future demand.

After reviewing a report showing that one of the company's competitors recently increased its market share by 10 percent,the president called a meeting and asked the marketers,"Is there anything we can do about this?" The marketers responded,"We can modify our marketing mix,but we cannot

Examples of product ingredients of the marketing mix include design of the product and trade names,packaging,and warranties.

Marketers are most interested in discretionary income because consumers have the most choice in spending it.

What four main elements does the marketing mix contain?

In a marketing information system,data from internal sources include all of the following except

The four types of utility are time,place,form,and purpose.

The pricing ingredient is concerned primarily with the producer's costs of design.

Marketing activities amount to about one-half of every dollar that consumers spend.

Companies that manufacture typewriters found themselves in trouble quickly when personal computers and word processors became popular.These companies were most impacted by ____ forces.

IRI,a marketing research firm,has been contracted by T-Fal to evaluate the market performance of a new line of cookware.Which of the following is not likely to be a step in IRI's research process?

David is a computer programmer for a large business-to-business firm.His project manager recently tasked him with developing a program that will continually collect data from internal sources including sales figures,product and marketing costs,inventory levels,and activities of the sales force as well from external sources from and about suppliers,intermediaries,and customers.He has been informed that the program will be used by his firm and will be sold to clients to make marketing decisions.Which of the following best describes the purpose of David's program?

Andrea works for a retail shop called Melody's Crafts 'N Things.Andrea was often quite rude to customers when they annoyed her.One morning,her supervisor asked Andrea into her office and informed her that her behavior was unacceptable.To be rude to one customer could cause several customers not to come back.Andrea's supervisor told her that retaining a customer is much cheaper than trying to get a new one.After their constructive discussion,Andrea's boss told her that she wanted her to go out on the floor that day and attempt to be more helpful to customers. Over the next few months,Andrea began to help customers learn more about the different products in the store and often explained why the customer might want to purchase one product over another.In doing so,she realized the importance of her role in the retail shop and began to truly enjoy her job.She started to think about the future of the company.She even thought that the company could do very well if it were to sell its products on eBay.When she brought this idea to her boss,her boss thought it was excellent,and asked Andrea to look further into the pros and cons of her idea. After evaluating Andrea's research,her boss decided to move forward with the idea,asking Andrea to head up this new venture for the company.Andrea then realized that retail is not just about making the sale;the customer should be the focus of all operations.Andrea now looks up to her boss,and is very glad that she was there to mentor her. -Refer to Melody's Crafts 'N Things.When Andrea was brought into her boss's office,what was her manager trying to explain?

Dillard's buys finished products and sells them for a profit to its customers.Dillard's is a part of which type of market?

Sales are only forecasted in the long range,covering more than five years.

A marketing information system provides information for specific marketing projects.

The effects of changes that can cause a product to become obsolete almost overnight would best be called ____ forces.

The Whirlybird Vacuum Cleaner Company has a field sales team of 1,000 that goes door-to-door giving in-home demonstrations of the company's products.The product demonstrations often come with some high-pressure sales pitches.Whirlybird uses a strong sales orientation in moving its products.