Exam 13: Marketing The Customer Focus

The goal in environmental scanning is to gather internal environmental data to identify future market opportunities and threats.

Personal selling is an element of the product strategy.

In marketing research,what are the two questions that must be asked in order to define the marketing problem?

According to your text,in what kind of research are Information Resources,Inc.and A.C.Nielsen Company market leaders?

Beth and Ruth Metzger buy and use Tide detergent,Crest toothpaste,and generic aspirin because that is what their parents did.They also always use a grocery list when shopping at the supermarket and refuse to allow their children to sell fundraising merchandise in their neighbourhoods,just as their parents did.The behaviour of the Metzger sisters is a result of which of the following factors?

Which of the following is an example of a social factor that influences the consumer decision-making process?

The strategy that is based on the demand for the product and the cost of producing it is called the pricing strategy.

Which of the following is the set of values,ideas,attitudes,and symbols created to shape human behaviour?

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.Robi has mailed promotional flyers on the shampoo to all the school districts in the nation.He has also run ads in several different women's magazine.Which of the following strategies is described by Robi's actions?

Loyalty cards are a way for retailers to capitalize on volume segmentation.

A target market is a specific group of consumers toward whom a company directs its marketing effort.

Which of the following is an example of an individual factor that influences the consumer decision-making process?

Frequent buyers' clubs are common tools in relationship marketing.

Which of the following is research that monitors respondents' actions without direct interaction?

Topik is a product that is sprayed on thinning hair to make hair appear thicker.The manufacturer considers its potential market to be blue-collar workers who earn less than $30,000 per year,are divorced,and who like to think of themselves as weekend athletes.The manufacturer of Topik considers this group to be which of the following?

Topik is a product that is sprayed on thinning hair to make the hair appear thicker.The manufacturer has identified its potential market as blue-collar workers who earn less than $30,000 per year,are divorced,and who like to think of themselves as weekend athletes.Which segmentation variables are being used to identify the Topik target market?

The first step in the consumer decision-making process for buying sandals is the awareness of warm weather and hot feet.

Personal selling,advertising,public relations,and sales promotions are decisions made when planning which of the following strategies?

Volkswagen has been successful in targeting 35- to 55-year-old consumers with its technology-laden New Beetle.Which type of market segmentation identifies this market?

Which of the following best describes customer satisfaction?