Exam 12: Understanding the Customer

Marketing to attract customers and funding for museums,symphonies,and zoos is an example of ____________________ marketing.

According to which of the following should a firm first identify consumer needs and then produce the goods and services that will satisfy them?

In which of the following does an interviewer interact with respondents,either in person or by mail,to obtain facts,opinions,and attitudes?

What kind of segmentation is the publisher of Golf Digest magazine using?

If an investigator subtracted two ounces of a cleaning concentrate from its easily recognized container and then observed how this change affected sales of the cleaner,the investigator would be engaged in which of the following?

Fitness and Shape magazines are aimed at people who believe their body is a temple and want to read magazines that help them stay in top-notch physical condition.These magazines use which of the following type of segmentation?

Reality television shows are often designed to appeal to people who would themselves like to appear on television.What is the collective term for this group of viewers?

"With our excellent equipment,we can produce the cheapest products on the market." This is more than likely a statement from a company with which of the following orientations?

Which type of segmentation is based on what the product will do rather than on consumer characteristics?

Which of the following is most likely an example of a consumer using routine response behaviour?

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

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?

Which of the following is a source for primary data?

Which of the following is a specific group of consumers toward which a firm directs its marketing efforts?

____________________ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,and services to create exchanges.

As part of its product strategy,Timex gives customers a one-year warranty on all watches that are marketed under the Timex brand.

The CBC is experiencing poorer ratings during the new fall season than anticipated because of the decreasing number of younger people.Many experts in the entertainment industry believe that the audience for programming on the CBC network is people over the age of 55 in spite of claims by executives that its programming is designed to reach a younger,less conservative audience.Which of the following statements correctly describes this situation?

Which of the following is a strategy that focuses on forging long-term partnerships with customers?

____________________ is the ratio of benefits to the sacrifice necessary to obtain those benefits.

Selling retirement plans to people over the age of 50 is an example of demographic segmentation.