Exam 11: Marketing: Building Profitable Customer Connections

Peter is starting a new business. He has to develop a marketing strategy by identifying similar characteristics, attributes, and behaviors of the target market, and then group the customers according to these characteristics, attributes, and behaviors. The term used to describe Peter's strategy is:

Marketers use the Internet to reach larger audiences and to provide them with 24/7 access to information and product choices from all over the world.

Which of the following types of marketing is most suitable for sponsoring a sports tournament?

The similarity between observation and survey categories of primary research is that they both involve a direct interaction with the research subject.

Which of the following eras does NOT contribute to the evolution of marketing?

Comfi­Rester Furniture buys wood, padding, upholstery, and other inputs. It then cuts, sews, and assembles these materials to produce high­quality, comfortable chairs and sofas as per its customers' requirements and specifications. Which of the following types of utility is being illustrated in this scenario?

Green marketing has had a major impact on the fashion industry.

A person's social class can have an impact on purchasing behavior.

Granite Inc. is a reputable company that has done much for the public good. Granite has improved working conditions in its overseas factories and has cut its waste emissions by half. To highlight these achievements, the company can publish a(n):

Which of the following is a characteristic of customer loyalty?

While driving to work, Noel hears an advertisement from the American Red Cross broadcasting details about the annual blood donation camp that it is organizing while emphasizing the importance of blood donation for the donor and recipient. This is an example of _____ marketing.

Samuel works in the purchasing department of a major manufacturing company. When making purchases for his company, Samuel is most likely to:

Siliconia Bank locates its ATMs in large grocery stores to provide customers with easy access to banking services. This scenario exemplifies the use of form utility.

Which of the following elements affects marketers on a day­to­day basis, more than any other element?

The marketing concept was a business philosophy that arose in the era of mass production when it became necessary for firms to use "hard sell" techniques to convince customers to buy products that they didn't really want.

Marina has opened a cupcake business and will be selling her cupcakes for personal consumption and to other businesses. Marina will only need to develop one marketing plan since consumers and businesses behave in the same manner when purchasing products or services.

Magdalena is an engineering undergraduate who wants to purchase a new laptop. She has asked her friends what they like and dislike about their laptops and has read several articles in computer magazines and online sites describing the latest features in laptops. As a result, she has a good idea about what she wants. Her next step is most likely to be:

Primary data is the first type of data that marketers obtain. They turn to secondary data only if the primary data alone is not sufficient.

Which of the following is NOT one of the key elements of the external marketing environment?

Which of the following business­to­business (B2B) market segmentation is especially common on an international basis, where variables such as language, culture, income, and regulatory differences can play crucial roles?