Exam 10: Marketing: Building Profitable Customer Connections

Which of the following refers specifically to how people act when buying goods and services for personal consumption?

Describe the different tools you would use to promote an art exhibit on your college campus. Be sure to include the overall goal of promotion.

Comfi-Rester Furniture buys wood, padding, upholstery and other inputs, and then cuts, sews, and assembles these materials in a way that results in high-quality, comfortable chairs and sofas. Which type of utility does this process create?

Market research involves gathering, interpreting, and applying information to uncover opportunities and challenges for business.

Define and describe how marketing has evolved through five eras in North America over the past 100 years.

XLent Computers has one line of computers designed to appeal to hard-core gamers, another line to appeal to people who like to work with video editing, and yet another designed for people who simply like to browse, chat, and e-mail their friends. This attempt to separate the market according to interests and hobbies suggests that XLent is relying heavily on demographic segmentation.

Jim works in the marketing department of a large firm. He recently spent much of his time working on new packaging ideas for one of his company's products. Which of the following would this work contribute to?

One major disadvantage of primary data is that it is usually outdated even before the marketer receives it.

Henry Ford's famous quote that customers could have any colour car they wanted "as long as it is black" best reflects marketing attitudes during which era?

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

Value is based on a customer's perception of quality, appearance, and price.

List and describe three ways in which consumer markets (B2C) might be segmented. Provide an example for each.

Whether they realize it or not, consumers go through all of the steps involved in the purchase decision process for every purchase they make.

Define customer relationship management. Discuss "limited relationships" and "full partnerships" and provide an example of each.

Which type of behaviour describes how people act when buying products to use directly or indirectly to produce other products?

How does the American Marketing Association define marketing?

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

Which of the following is the relevant concept of value in marketing based on?

A strength of survey research is that it almost always yields highly accurate information because it is based on direct answers to specific questions.

Business marketers direct their efforts to people who purchase their products for personal use.