Question 1

Gatyam Appliances is trying to build customer satisfaction.Which of the following strategies is most likely to help them achieve this goal?

Accepted Answer

A) They should be very conservative, underpromising on product claims. It is better to have customers expect too little and end up being pleasantly surprised than to have them expect too much and end up being disappointed. 
B) They should build a close full partnership with every customer. 
C) They should focus on creating favourable customer perceptions but keep the claims honest and realistic. 
D) They should overpromise on the quality and performance of the appliances in order to generate the greatest possible interest. 
A) They should be very conservative, underpromising on product claims. It is better to have customers expect too little and end up being pleasantly surprised than to have them expect too much and end up being disappointed. 
B) They should build a close full partnership with every customer. 
C) They should focus on creating favourable customer perceptions but keep the claims honest and realistic. 
D) They should overpromise on the quality and performance of the appliances in order to generate the greatest possible interest. C

Question 2

What becomes apparent when comparing the marketing approaches of B2C marketers with those of B2B marketers?

Accepted Answer

A) B2C and B2B marketers actually use virtually identical approaches to segment their markets, with both focusing primarily on benefit and behavioural factors. 
B) Both B2C and B2B marketers usually segment their markets, but they use somewhat different strategies for doing so. 
C) B2C marketers usually try to appeal to a mass market, but most B2B marketers break their markets into distinct segments based on geographic and psychographic factors. 
D) Most B2C marketers must segment their market, but most B2B marketers must sell to a mass market. 
A) B2C and B2B marketers actually use virtually identical approaches to segment their markets, with both focusing primarily on benefit and behavioural factors. 
B) Both B2C and B2B marketers usually segment their markets, but they use somewhat different strategies for doing so. 
C) B2C marketers usually try to appeal to a mass market, but most B2B marketers break their markets into distinct segments based on geographic and psychographic factors. 
D) Most B2C marketers must segment their market, but most B2B marketers must sell to a mass market. B

Question 3

Attitudes are a person's lasting impressions of objects or ideas.

Accepted Answer

A) True 
 B)False  True

Question 4

Market research involves which of the following?

Accepted Answer

A) creating new opportunities from secondary data sources 
B) gathering, interpreting, and applying information to uncover opportunities and challenges 
C) analyzing, interpreting, and disseminating information to market leaders 
D) collecting, analyzing, and interpreting information to uncover market challenges 
A) creating new opportunities from secondary data sources 
B) gathering, interpreting, and applying information to uncover opportunities and challenges 
C) analyzing, interpreting, and disseminating information to market leaders 
D) collecting, analyzing, and interpreting information to uncover market challenges

Question 5

The three basic types of utility are product utility,perception utility,and placement utility.

Accepted Answer

A) True 
 B)False

Question 6

Which type of data are proprietary and often expensive to gather?

Accepted Answer

A) observation data 
B) primary data 
C) survey data 
D) secondary data 
A) observation data 
B) primary data 
C) survey data 
D) secondary data

Question 7

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.

Accepted Answer

A) True 
 B)False

Question 8

Business will only use market research when promoting business-to-business products and services.

Accepted Answer

A) True 
 B)False

Question 9

Green marketing refers to any strategies used by companies to maximize profits through their promotional efforts.

Accepted Answer

A) True 
 B)False

Question 10

Decisions about advertising,publicity,and product placement are known as which of the following?

Accepted Answer

A) distribution 
B) promotion 
C) competitive 
D) product 
A) distribution 
B) promotion 
C) competitive 
D) product

Question 11

Which of the following demands that marketers actively contribute to the needs of the broader community?

Accepted Answer

A) green marketing 
B) primary data 
C) social responsibility 
D) observation research 
A) green marketing 
B) primary data 
C) social responsibility 
D) observation research

Question 12

Primary data has which of the following characteristics over secondary data?

Accepted Answer

A) less expensive and more difficult to gather 
B) less expensive and less difficult to gather 
C) more expensive and more difficult to gather 
D) more expensive and less difficult to gather 
A) less expensive and more difficult to gather 
B) less expensive and less difficult to gather 
C) more expensive and more difficult to gather 
D) more expensive and less difficult to gather

Question 13

In the context of relationship marketing,which of the following is an example of a limited relationship?

Accepted Answer

A) when the marketer maintains an extensive database with information about limited customers 
B) when a firm asks a key client to participate in product development 
C) when a firm outsources some (but not all) of its marketing functions to a wholesaler or retailer in order to streamline its marketing efforts 
D) when a company sends newsletters and special offers to customers via regular e-mails 
A) when the marketer maintains an extensive database with information about limited customers 
B) when a firm asks a key client to participate in product development 
C) when a firm outsources some (but not all) of its marketing functions to a wholesaler or retailer in order to streamline its marketing efforts 
D) when a company sends newsletters and special offers to customers via regular e-mails

Question 14

Toyota is considered to be a green marketer.What is green marketing,and what does it accomplish? Describe why Toyota qualifies as a green marketer.

Accepted Answer

Companies are green marketers when they

Question 15

Although both B2C and B2B marketers segment their markets,they use somewhat different categories.

Accepted Answer

A) True 
 B)False

Question 16

The last few decades have brought about an increased emphasis on customer service due to growing consumer choice and purchasing power.Which of the following best describes the philosophy that customer satisfaction is the central focus of a business?

Accepted Answer

A) behavioural segmentation 
B) survey research 
C) marketing concept 
D) ownership utility 
A) behavioural segmentation 
B) survey research 
C) marketing concept 
D) ownership utility

Question 17

Which of the following statements is most consistent with the marketing view of the relationship era?

Accepted Answer

A) The customer can have our product in any colour, as long as it is grey. 
B) The key to success is to constantly expand the customer base by recruiting new buyers. 
C) In this era of surging demand, the main focus should be on producing as much as possible. 
D) It is much less expensive to keep existing customers than it is to develop new customers. 
A) The customer can have our product in any colour, as long as it is grey. 
B) The key to success is to constantly expand the customer base by recruiting new buyers. 
C) In this era of surging demand, the main focus should be on producing as much as possible. 
D) It is much less expensive to keep existing customers than it is to develop new customers.

Question 18

Which of the following encompasses the values,attitudes,and customs shared by members of a society?

Accepted Answer

A) social empathy 
B) nationality 
C) ethnicity 
D) culture 
A) social empathy 
B) nationality 
C) ethnicity 
D) culture

Question 19

Business marketers direct their efforts to customers who buy products they use to produce other products.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is defined as the group of consumers most likely to purchase an organization's goods and services?

Accepted Answer

A) market segment 
B) consumer metric 
C) market objective 
D) target market 
A) market segment 
B) consumer metric 
C) market objective 
D) target market

Exam 10: Marketing: Building Profitable Customer Connections

Gatyam Appliances is trying to build customer satisfaction.Which of the following strategies is most likely to help them achieve this goal?

What becomes apparent when comparing the marketing approaches of B2C marketers with those of B2B marketers?

Attitudes are a person's lasting impressions of objects or ideas.

Market research involves which of the following?

The three basic types of utility are product utility,perception utility,and placement utility.

Which type of data are proprietary and often expensive to gather?

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.

Business will only use market research when promoting business-to-business products and services.

Green marketing refers to any strategies used by companies to maximize profits through their promotional efforts.

Decisions about advertising,publicity,and product placement are known as which of the following?

Which of the following demands that marketers actively contribute to the needs of the broader community?

Primary data has which of the following characteristics over secondary data?

In the context of relationship marketing,which of the following is an example of a limited relationship?

Toyota is considered to be a green marketer.What is green marketing,and what does it accomplish? Describe why Toyota qualifies as a green marketer.

Although both B2C and B2B marketers segment their markets,they use somewhat different categories.

The last few decades have brought about an increased emphasis on customer service due to growing consumer choice and purchasing power.Which of the following best describes the philosophy that customer satisfaction is the central focus of a business?

Which of the following statements is most consistent with the marketing view of the relationship era?

Which of the following encompasses the values,attitudes,and customs shared by members of a society?

Business marketers direct their efforts to customers who buy products they use to produce other products.

Which of the following is defined as the group of consumers most likely to purchase an organization's goods and services?

Business Now: Change Is the Only Constant

Business Communication: Creating and Delivering Messages That Matter

Business Ethics and Social Responsibility: Doing Well by Doing Good

Economics: the Framework for Business

Business Formation: Choosing the Form That Fits

Small Business and Entrepreneurship: Economic Rocket Fuel

Accounting: Decision Making by the Numbers

Finance: Acquiring and Using Funds to Maximize Value

Securities Markets : Trading Financial Resources

Part 1: Product and Promotion: Creating and Communicating Value

Part 2: Product and Promotion: Creating and Communicating Value

Distribution and Pricing: Right Product, right Person, right Place, right Price

Management, motivation, and Leadership: Bringing Business to Life

Human Resource Management: Building a Top-Quality Workforce

Managing Information and Technology: Finding New Ways to Learn and Link

Operations Management: Putting It All Together

The World Marketplace: Business Without Borders

Labour-Management Relations

Business Law

Personal Finance

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