Exam 15: Understanding Marketing Processes and Consumer Behaviour

In terms of the 4 Ps,the product is probably more important in selling toothpaste than in selling cars.

Which of the following would not be considered a demographic variable?

What marketing factors are appropriate for successful small business firms? Discuss how these factors figure in the failure of other small firms.

In the selling of nails,________ is likely to be of little consequence,but in the selling of toys,it is likely to be crucial.

It is the middle of August,and Bob has been driving for the last three hours without air conditioning.He is hot and thirsty,and would like to find something cold to drink.Bob would consider ________ the most important element in the marketing mix for a soft drink marketer.

Secondary data is

Choose three different consumer products to demonstrate how the importance of the marketing mix elements varies.

Michael decides that he cannot afford the cost of a new set of tires for his car until after payday.Which stage of the consumer buying process is evident?

As you go to the store to buy your new professional suit,you consider what ties and shirts would go well with it.You are in the ________ stage of the consumer buying process.

What is a product?

Harley-Davidson offers social incentives through the Harley Owners Group (H.O.G.),the largest motorcycle club in the world.This is an example of

List the components of the organizational market.

The marketing concept

________ is the most highly visible component of the marketing mix.

If you are in the market for a new set of skis,you probably have some idea of who provides the best skis and how they differ.You may have accumulated some of this knowledge during the information-seeking stage and combined it with what you knew before.The next stage for you is to

The blue jean market is quite varied,and people wear them for different reasons and for different purposes.There are fashion jeans,work jeans,truck-driving jeans,cowboy jeans,etc.To serve this market better,many firms practice

The local radio station wants to find out how it can increase the size of its listening audience.As a marketing consultant,your best advice is to complete research via

Consumer markets are more important to a company than commercial markets because consumer markets are observable daily and are visible to the public.

You have just purchased a new Chevrolet.While driving,you notice that a new Ford has stopped beside the road and has its hazard lights blinking.You smile but decide to stop anyway to help out.You are in the evaluation of alternatives stage of the consumer buying process.

What is secondary data?