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Exam 14: Marketing: Helping Buyers Buy

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Question 51

Multiple Choice

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In terms of the number and dollar volume of transactions,the B2B market is __________ the consumer market.

A) the same size as
B) larger than
C) smaller than
D) using the same marketing strategies as

E) A) and B)
F) All of the above

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Question 52

Multiple Choice

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Which of the following represents a technique used to obtain primary data?

A) Conducting a telephone or online survey.
B) Establishing a database to store and cross-index articles from leading journals and research publications.
C) Gaining access to an unpublished government report from the Federal Trade Commission.
D) Reviewing the best-selling textbooks that present basic marketing principles.

E) A) and B)
F) All of the above

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Question 53

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One-to-one marketing refers to developing a unique mix of goods and services for each individual customer.

As a marketing manager for a retailer of lighting products,Lucinda will likely be involved in all of the following except :

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 marketing manager's job is to design a program that effectively combines the ingredients of the marketing mix.

Which of the following describes individuals that want goods and services for personal consumption and have the resources to buy them?

Give some examples of business-to-business (B2B)goods and services.

A focus group consists of a small group of people who meet,under the direction of a discussion leader,to communicate their opinions about an organization,its products,or other issues.

Marketing is different in B2B markets from marketing to consumer markets.Identify and explain three differences between the business-to-business market and the consumer market.

Marketing research is a process that most firms complete once a year,in order to gather information for their budgeting process.

A firm gathers_______ data by conducting surveys,interviewing customers,or mailing out questionnaires.

A firm that uses_______ segmentation divides a market into groups based on values, attitudes,and interests.

Marketing involves developing and promoting a firm's products,but all distribution decisions are handled by a firm's transportation managers.

Nature's Sun designs and manufactures clothing for active people,focusing 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.This approach suggests that Nature's Sun is using _______factors to segment its market.

According to the _______concept,a firm must (1) find out what customers want and provide it, (2) make sure everyone in the organization has a service orientation,and (3) provide goods and services that will earn a profit.

Firms adopting a relationship marketing strategy by creating a community of buyers view their company's Internet web site as a(n) :

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

Culture is difficult for marketers to integrate into their analysis of consumer wants because cultural values tend to change radically from one generation to the next.

_______is the process of identifying factors that can affect marketing success.