Exam 12: Building Customer Relationships Through Effective Marketing

A retailer increases its hours of operation so that customers can shop for goods when it is convenient for them. What value does this represent?

Even though she's not a fast food fan, Laura stops at McDonald's on the way home from work because she's hungry and too tired to cook. Which influence on her purchase decision does this reflect?

For every pair of shoes purchased, TOMS donates a pair to someone in need based on the area that they live in. The TOMS website and promotional materials all feature this "one for one" philosophy. TOMS is segmenting the shoe market based on which of the following?

Which of the following is defined as the organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders?

A home improvement store carries lawn mowers all year long in its stores in Alberta and British Columbia, but its stores in eastern provinces carry lawn mowers only during the spring and summer. Which dimension of market segmentation does this illustrate?

Gretchen buys a new pair of jeans at the mall, but after she takes them home and tries them on again, she decides that she doesn't like them after all and decides to return them. Which step in the consumer decision process does this illustrate?

Jack Link's beef jerky advertises in outdoor magazines and has a successful television advertisement campaign, "Messin' with Sasquatch." Affordably priced, Jack Link's products are sold at grocery stores, convenience stores, and gas stations across the country. Which of the following is likely the target market for Jack Link's beef jerky products?

Unilever used eye tracking marketing research to determine what draws a consumer to product packaging. As a result of the research, Unilever added the colour yellow to laundry detergent packaging to grab and hold consumers' attention. This is an example of which step in the market research process?

The vice president of marketing is assimilating data from published sources and from customer focus groups the company has conducted regarding the feasibility of a new product. Which stage of the market research process does this illustrate?

In order to appeal to a wide, diversified group of consumers, a consumer products company manufactures a variety of deodorants-scented, unscented, for men, for women, clinical strength, spray, and stick. What type of value does this represent?

Which of the following is NOT one of the characteristics of demographics under the demographic dimension for market segmentation?

A marketing manager tells her assistant that she wants to use only primary data in her market research. Which of the following data would be most applicable for this research?

Arthur was a salesperson for a manufacturing firm in the mid-1950s. Which of the following would his employer have been MOST likely to ask him to do?

The marketing department at a baby store brainstorms with its advertising agency on what type of advertising it should use and where and when ads should be placed in order to make the most impact. Which element of the marketing mix are they considering?

Two days before Deepak's midterm paper was due, his laptop broke. He quickly went to the campus bookstore and was able to purchase a new laptop. What value does this represent?

Jesse is in the market for a new camera. Logan just bought a new camera, so he shares his opinion of his new Nikon with Jesse. This represents which stage of the consumer buying decision process for Jesse?

Topps, a company that produces baseball cards, develops its products to appeal primarily to young adults who are baseball fans. What does this group represent for Topps?

General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and activities of its sales force to make marketing decisions. What type of data is the company using?

When Pepsi decides to develop a soft drink, it creates the product, determines the price for which it will sell, decides how to distribute it to consumers, and develops a promotional campaign for the product. What is the collective term for these activities?

Beautiful Bags uses a combination of advertising and personal selling to increase the sales of its purses, backpacks, and computer bags. These activities address which element of the marketing mix?