Exam 11: Customer-Driven Marketing

_____ refers to the actions of consumers directly involved in obtaining, consuming, and disposing of products and the decision processes that precede and follow these actions.

The production era stressed efficiency in producing quality products.

The first step in the consumer behavior process is the recognition of a problem or opportunity.

Pricing strategy decisions include package design, brand names, trademarks, and product image.

Personal determinants in the buying decision include all of the following EXCEPT ________.

Define consumer products and business products and provide an example of how a product could be classified as both.

Local officials in a mid-size town used _____ marketing to convince major businesses to move to their area, including advertisements that emphasized low tax rates and accessible transportation.

MATCHING Complete the following using the terms listed. -_____ includes the actions and decision making processes of buyers.

MATCHING Complete the following using the terms listed. -A campaign to promote a political candidate is an example of _____.

Describe some of the ways businesses are using relationship marketing to achieve corporate goals.

Mona designs the packages and chooses the brand names for goods produced by her firm. Mona is involved in which element of the marketing mix?

Marketing segmentation is the group of potential customers toward whom an organization directs its marketing efforts.

Customers, suppliers, and employees alike benefit from relationship marketing.

The marketing strategy that focuses on the precise way a B2B purchaser will use a product is known as ______.

MATCHING Complete the following using the terms listed. -_____ attempts to isolate the traits that distinguish a certain group of customers from the overall market.

Marketing is rarely useful as an education tool.

Income is perhaps the most volatile factor in demographic segmentation in the United States.

Attitudes and opinions are psychographic characteristics.

Building long-term relationships with a few suppliers can actually lower production costs.

Which of the following is the first step in developing a marketing strategy?