Deck 13: Marketing: Helping Buyers Buy

Question 1

Because the marketing concept emphasizes a profit orientation, marketing has not been used successfully by nonprofit organizations.

Answer 1

False

Question 2

The marketing efforts at Rotary Enterprises place a great deal of emphasis on marketing goods that will earn the firm a profit. This focus on profit orientation shows that Rotary's has not yet adopted the marketing concept that emphasizes a customer orientation rather than a profit orientation.

Answer 2

False

Question 3

The idea behind customer relationship management is to enhance customer satisfaction and stimulate long-term customer loyalty.

Answer 3

True

Question 4

During the early 1900s, businesses emphasized learning as much as possible about their customers and doing everything to satisfy them.

Question 5

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have a value for customers, clients, partners, and society at large.

Question 6

In the evolution of marketing, the marketing concept era emphasized selling and advertising in an effort to persuade consumers to buy existing products.

Question 7

The McDonald's Foundation is a nonprofit organization that helps underprivileged children. As a nonprofit organization, it should avoid performing marketing functions, since these functions are designed to help organizations earn a profit.

Question 8

Outstanding service after the sale was a primary focus of businesses during the selling era.

Question 9

It is the job of marketers today to persuade consumers to buy the goods and services those marketers have available to sell.

Question 10

Mike's Auto Repair works hard to find out what customers want and how to best meet their needs. Based on feedback from customers, Mike now provides a written estimate before any work is done, offers a more comprehensive guarantee than competitors, and calls customers after servicing their cars to make sure they are satisfied. These efforts suggest Mike is applying the concepts of customer relationship management.

Question 11

The tremendous demand for consumer goods and services after World War II helped launch the production era of marketing.

Question 12

The activities of marketers depend on what needs to be done to satisfy consumer wants and needs, in other words, helping the buyer buy.

Question 13

The main concern of the marketing mix is to please firm's stockholders. Topic: The Evolution of Marketing

Question 14

stakeholder relationships.

Question 15

In the production era the greatest marketing need was for distribution and storage.

Question 16

Customer relationship management (CRM) is the process of learning as much as possible about customers and doing everything you can to satisfy them.

Question 17

Sales representatives at the HomeWork Helper Appliances Store work hard to develop a close relationship with their customers and to provide satisfaction even after the sale. These efforts by HomeWork Helper's sales personnel are part of the marketing process.

Question 18

In the evolution of marketing, the production era assumed an unlimited market.

Question 19

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

Question 20

The focus of the production era was on distribution and advertising.

Question 21

Test marketing involves developing an accurate description of the product and asking people if the proposed product appeals to them.

Question 22

Marketers are concerned with selling goods and services, and therefore are not involved in designing the products their firm will sell.

Question 23

The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing.

Question 24

A test market refers to the people in a market that will be least likely to use the product or service the marketer is offering.

Question 25

Concept testing involves placing a product in a place where consumers will buy it.

Question 26

Unlike advertising, which is part of the promotional component of the marketing mix, personal selling is considered to be part of the distribution function.

Question 27

Placing a product in a location where people will buy it is part of the marketing mix.

Question 28

The marketing manager's job is to design a program that effectively combines the ingredients of the marketing mix.

Question 29

Setting a price for the product or service is one element of the marketing mix.

Question 30

The last step in the marketing process often includes building a continuing relationship with customers.

Question 31

Identifying a target market is one of the key steps of the marketing process.

Question 32

According to the "Thinking Green" box in Chapter 13, the use of specific Web sites shifts the marketing task in the automobile industry from helping the seller sell to helping the buyer buy.

Question 33

Setting prices higher than the competition can help create an image of quality.

Question 34

Intermediaries are firms in the middle of a series of organizations that distribute goods from producers to consumers.

Question 35

A brand name is generally thought of as part of the product.

Question 36

Designing a want-satisfying product is part of the marketing mix.

Question 37

The marketing process includes decisions about the best way to get the product to the consumer.

Question 38

A firm's copyright consists of the words or letters used to differentiate their goods and services from those of competitors.

Question 39

Promotion includes personal selling, publicity, and word-of-mouth efforts to persuade people to buy a firm's goods or services.

Question 40

Providing people with a description of a potential new good or service and asking if the idea appeals to them are key parts of the marketing process.

Question 41

Because accurate and timely market information is vital to a firm's success, businesses should budget whatever it takes to get the best data available.

Question 42

The marketing mix provides a detailed market analysis to determine opportunities and challenges as well as information needed to make good decisions.

Question 43

Marketing is a one-time activity, performed when a business is first established and introducing product in the market. Once a firm has fine-tuned its marketing activities, it can turn its attention elsewhere.

Question 44

Getting the product from the producer to the consumer is a production-related process and not related to the marketing mix.

Question 45

The final step of the marketing research process involves selecting from several alternative strategies, and performing follow-up research to see if results were as expected.

Question 46

Government publications, such as the Annual Survey of Manufacturers and Survey of Current Business, are reliable sources of detailed primary data.

Question 47

A focus group consists of a small group of people who meet, under the direction of a discussion leader, to communicate their opinions about an organization, its products, or other issues.

Question 48

For safety sake, an organization should produce as many products as possible since customers are not a good source of informing the organization what they want to buy.

Question 49

In the marketing research process, marketers should examine all the implications of alternative solutions before making a recommendation.

Question 50

Secondary data should be gathered first because this type of information is less expensive to obtain. Learning Goal: 13-3 Level of Learning 1: Knowledge of key terms Nickels - Chapter 13 #58 Topic: Providing Marketers with Information

Question 51

A telephone or online survey is an example of primary data collection.

Question 52

The secondary data collected in the research process does not need to be carefully evaluated since it's always collected from reliable secondary sources.

Question 53

Marketing involves developing and promoting a firm's products and allowing the firm's purchasing department to make all distribution and transportation decisions.

Question 54

Marketing focuses on the pricing and distribution of want-satisfying products, as well as determining the best way to promote the products to consumers.

Question 55

Marketers use very detailed surveys to gather secondary data.

Question 56

Marketing research is a process that most firms complete once a year, in order to gather information for the firm's budgeting process.

Question 57

Marketing research needs to be an ongoing process at a firm since changes in the marketplace and among consumers is a continuous process.

Question 58

Marketing research helps determine what customers have purchased in the past, what situational changes have occurred to change consumer preferences, and what consumers are likely to want in the future.

Question 59

Secondary data consists of information that has already been compiled by others and is published in journals and books or made available online.

Question 60

The first step in the marketing research process is to collect relevant data.

Question 61

Successful marketers adjust their product offerings as the level of economic activity changes.

Question 62

The process of identifying the factors that can affect marketing success is called environmental scanning.

Question 63

Products such as computers, telecommunications equipment, PDAs, and other manufactured or mass produced items are always classified as B2B products.

Question 64

The purchase of a cash register is likely a B2B product.

Question 65

The two major types of markets in business are the consumer market and the government market. Nickels - Chapter 13 #82 Topic: Two Different Markets

Question 66

Eavesdrop Communications just finished a telephone survey of several of their current customers. They plan to conduct in-depth personal interviews with about twenty additional customers. Both the telephone survey and the interviews are sources of primary data for Eavesdrop.

Question 67

Consumer databases, blogs, and social networking are some of the technological factors that are used by marketers to develop goods and services.

Question 68

The consumer market consists of all the individuals or organizations that want goods and services in order to produce other goods and services to sell, rent, or supply to others.

Question 69

Population growth and changing demographics are two elements of a firm's socio-cultural environment.

Question 70

The business-to-business (B2B) market involves the marketing of goods and services to institutions that sell, rent, produce or supply goods to others.

Question 71

Peggy, a fitness instructor at the local YMCA, has been invited by a magazine publisher to meet with nine other people to discuss a new concept for a health and fitness magazine. A member of the publisher's marketing staff will be at the meeting to guide the discussion and to record the participants' comments and suggestions. If Peggy accepts the invitation, she will be participating in a focus group.

Question 72

Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society.

Question 73

Helen, a manager for Marshall Manufacturing, spends much of her time reviewing the global, technological, socio-cultural, competitive, and economic factors that can influence the success of her firm's marketing efforts. Helen's efforts indicate that she is involved with environmental scanning.

Question 74

Marketing research usually begins with secondary data because it is more accurate and more relevant than primary data.

Question 75

Whenever available, marketers should rely exclusively on primary data because it is much more accurate than secondary data.

Question 76

Price is the determining factor as to whether a good is classified as a consumer product or a B2B product.

Question 77

Selecting which groups an organization can serve profitably is called target marketing.

Question 78

Traditional brick-and-mortar companies face price competition from Internet-based firms.

Question 79

When classifying a product as a consumer product or a B2B product, the primary factor to consider is the financial status of the buyer.

Question 80

Market segmentation is the process of dividing a market into several groups whose members have dissimilar characteristics.