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Exam 13: Marketing: Helping Buyers Buy

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Question 111

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__________ marketers include manufacturers,intermediaries,institutions,and the government.

A) Profit seeking
B) Undifferentiated
C) Institutional
D) B2B

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Question 112

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Mike's Auto Repair works hard to find out what customers want and how to best meet their needs.Based on feedback from customers,Mike now provides a written estimate before any work is done,offers a more comprehensive guarantee than competitors,and calls customers after servicing their cars to make sure they are satisfied.These efforts suggest Mike is applying the concepts of customer relationship management. Customer relationship management is a concept that calls for learning as much as possible about customers and doing what it takes to satisfy and even delight them.

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Question 113

True/False

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There is much more emphasis on personal selling in the consumer markets than in the B2B markets.

Concept testing involves placing a product in a place where consumers will buy it.

Which of the following correctly identifies the motivation of firms using a market segmentation strategy?

Which of the following marketing eras refers to the time period from our country's first settlers through the early 1900s?

Andre is a real estate agent who has an idea for a software program that will help perform real estate appraisals more quickly and more accurately.He has worked with a buddy who is good at programming to develop a detailed description of what the software will do and how it differs from existing applications.Now Andre has taken this description and shown it to a number of fellow real estate agents to see if his idea appeals to them.Andre is engaging in:

With careful attention to controlling costs and quality,businesses can successfully satisfy consumers with a standardized product for different markets.

The most important component of the marketing mix is the actual design and production of the product. The marketing mix involves decisions about product development,pricing,distribution,and promotion.However,the actual production process is not part of marketing.

Which of the following statements about the B2B market is true?

Which of the following statements is most consistent with today's views on effective marketing?

A brand name is generally thought of as part of the product.

Jason bought an expensive new sports car last week.Immediately after the purchase,he worried that he paid too much,and that a less expensive model with better gas mileage would have been a wiser choice.Marketers refer to the doubts Jason is experiencing as post-purchase stress syndrome. Marketers use the term cognitive dissonance to refer to the doubts consumers often experience after making a purchase.

The most important technological change likely to affect the marketing success of many firms is the:

Secondary data consists of information that has already been compiled by others and is published in journals and books or made available online.

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

The four eras of the evolution of marketing are (1) production, (2) selling, (3) advertising, and (4) stakeholder relationships.

Marketing is a one-time activity,performed when a business is first established and introducing product in the market.Once a firm has fine-tuned its marketing activities,it can turn its attention elsewhere. Marketing is an ongoing process.Companies must continually adapt to changes in consumer wants and needs in order to remain competitive.

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

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. Buyers in the business-to-business market tend to be more rational than buyers in the consumer market.Industrial buyers often use buying specifications and carefully weigh the "total product offer" including quality,price,and service.