Exam 12: Understanding the Customer

In selling telephone service,Rogers tries to gather as much information as possible about the consumer's income,buying habits,service preferences,and occupation.Rogers is using which type of decision-making information?

Buying Revlon makeup because actress Halle Berry uses that brand is an example of the use of benefit segmentation.

Aldi is a no-frills grocery chain.By controlling expenses,Aldi customers can expect to save 30 to 50 percent compared to customers of a full service grocery store.The supermarket chain's emphasis on maintaining its cost competitive advantage means the company's top management is often concentrating on which of the following strategies?

Revlon is in financial trouble; its total debt is 150 percent greater than its total assets.To increase sales,the cosmetics manufacturer hired actress Halle Berry to be its spokesperson.The company hopes Berry will act as which of the following influences on consumers?

The blend of the marketer's tools is called the four Ps.Which of the following groups represent the four Ps?

Why are cost competitive advantages not as long lasting as other kinds of competitive advantage?

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

Which of the following is an example of social marketing?

When compared to the consumer market,the business-to-business market is BEST described by which of the following?

Which of the following is BEST described as creating a unique marketing mix for every consumer?

In general,when a business is engaged in environmental scanning,which of the following forces does it look at?

People with common activities,interests,and opinions are grouped together into a given lifestyle.A company that segments its market according to these different lifestyles is using which type of segmentation?

Three forms of business-to-business market segmentation are demographic,geographic,and benefit.

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

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?

During and right after the Industrial Revolution,firms focused on mass production and assembly lines,and placed a strong emphasis on lower costs.During this period manufacturers had which of the following orientations?

Which of the following BEST describes the marketing concept?

Aldon Lenski is opening a business to sell flowering bulbs over the Internet.As he decides what to charge for a package of ten bulbs,Lenski will calculate his fixed and variable costs.At this point,Lenski will be developing which of the following strategies?

Aaron O'Hara bought a new pair of head phones because all of the "other guys" were buying them.O'Hara was influenced by which of the following factors?

What is the marketing concept?