Deck 11: Customer-Driven Marketing

Question 1

MATCHING

_____ focuses on the precise way a business-to-business purchaser will use a product.

Answer 1

f

Question 2

MATCHING

_____ involves two or more businesses that jointly market each other's products.

Answer 2

p

Question 3

Discuss the evolution of the marketing concept through the marketing history eras.

Answer 3

Initially,marketing was dominated by production,based on the notion that a good product will sell itself.This idea gradually gave way to a sales orientation.The sales era was based on the idea that creative advertising and selling will overcome customer resistance and convince them to buy.The sales era eventually gave way to the marketing era.It was based on the philosophy that companies should find a customer need and fill it.Recently,the marketing era has been transformed into the relationship era,based on the belief that long-term relationships between producers and their customers lead to success.

Question 4

MATCHING

The group of potential customers toward whom a company directs its marketing efforts is the company's _____.

Question 5

MATCHING

_____ includes the actions and decision processes of buyers.

Question 6

MATCHING

When two or more businesses link their names to a single product,_____ occurs.

Question 7

In your own words,define marketing.

Question 8

MATCHING

The most common method of market segmentation is _____ segmentation.

Question 9

MATCHING

_____ allows a firm to bulk-produce goods and services while adding unique features to individual or small groups of orders.

Question 10

MATCHING

A campaign to promote a political candidate is an example of _____.

Question 11

MATCHING

Goods and services purchased to be used in the production of other goods for resale.

Question 12

Identify ways in which marketing creates utility.

Question 13

MATCHING

The use of a computer to search through massive amounts of customer data to detect patterns and relationships is known as _____.

Question 14

MATCHING

_____ attempts to isolate the traits that distinguish a certain group of customers from the overall market.

Question 15

MATCHING

Marketing researchers use government statistics,or _____,as a low cost and quick access to consumer information.

Question 16

MATCHING

_____ are activities in which two or more parties give something of value to each other to satisfy perceived needs.

Question 17

MATCHING

A marketing effort sponsored by an organization that solicits involvement by individuals who share common interests and activities is a(n)_____.

Question 18

MATCHING

_____ programs reward purchasers with cash,rebates,merchandise,and other premiums for multiple purchases.

Question 19

MATCHING

_____ refers to an orderly transfer of goods and services from the seller to the buyer.

Question 20

MATCHING

A firm's _____ blends four strategies to fit the needs and preferences of a specific target market.

Question 21

Explain how a marketing mix is developed.

Question 22

________ utility is created when the business firm converts raw materials into finished goods and services.

A) Place
B) Exchange
C) Ownership
D) Form

Question 23

What is the purpose of data mining?

Question 24

Compare comarketing and cobranding.Give an example of each.

Question 25

Place utility is created ________.

A) when arrangements for the transfer of title from seller to buyer are made
B) by having the good or service available at a convenient location when the consumer wants to buy it
C) when the product is made available to the consumer at a time the consumer wants to buy it
D) when the business firm converts raw materials into finished products

Question 26

Explain the personal and interpersonal determinants on consumer behaviour.

Question 27

Describe the sources of marketing research data.

Question 28

The marketing function creates all of the following types of utility EXCEPT ________ utility.

A) place
B) form
C) time
D) ownership

Question 29

Explain the three segmentation methods used by firms that offer business products.

Question 30

The utility that is created when a salesperson at a car dealership completes the sales contract is ________ utility.

A) place
B) form
C) time
D) ownership

Question 31

Philippe owns a store that sells lampshades.The process of receiving money in return for lamp shades is ________.

A) marketing
B) place utility
C) exchange
D) time utility

Question 32

________ is an organizational function and a set of processes for creating,communicating,and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.

A) Marketing
B) Market segmentation
C) Consumer behaviour
D) Marketing research

Question 33

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

Question 34

Explain how a company might decide on a marketing mix for an international company.

Question 35

Describe the five categories of nontraditional marketing and give an example of each.

Question 36

The location of a coffee shop franchise in a mall creates ________ utility.

A) place
B) ownership
C) form
D) time

Question 37

A sporting goods store that sells fishing licences at the start of each sport fishing season is creating ________ utility.

A) time
B) form
C) ownership
D) place

Question 38

A convenience store offers ________ utility by being open 24 hours each day.

A) place
B) form
C) time
D) ownership

Question 39

Describe the consumer markets segmentations.

Question 40

Define the term target market.

Question 41

Relay for Life raises money for the Canadian Cancer Society for cancer research and treatment.This is an example of ________ marketing.

A) idea
B) place
C) organization
D) service

Question 42

The era in marketing history characterized by the notion that a good product will sell itself is known as the ________ era.

A) production
B) sales
C) marketing
D) relationship

Question 43

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

A) Identify a target market
B) Develop the right product
C) Decide how to promote the product
D) Implement the appropriate distribution system

Question 44

A singles business aims its promotions toward singles between the ages of 25 and 40 who reside in a specific county.The business has ________.

A) selected a target market
B) developed a marketing plan
C) developed a marketing mix
D) created person utility

Question 45

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

A) organization
B) place
C) cause
D) event

Question 46

Some products can be classified as either a business or a consumer product depending on ______.

A) the type of product/service
B) the cost of the product/service
C) where the product/service is sold
D) who buys the product/service and why

Question 47

The marketing of a social concern or issue such as preventing child abuse is known as ________ marketing.

A) place
B) person
C) organization
D) cause

Question 48

Juliet is seeking employment in the banking industry.Before her interview with Chase,she conducts thorough research and identifies ways in which she can benefit the company.What type of marketing is Juliet utilizing?

A) Organization
B) Cause
C) Person
D) Place

Question 49

The current marketing period where companies emphasize customer satisfaction is referred to as the ________ era.

A) production
B) relationship
C) marketing
D) sales

Question 50

Maria is campaigning for city council and talks with prospective voters in her ward about their concerns.Maria is engaged in ________ marketing.

A) person
B) place
C) cause
D) idea

Question 51

________ strategy focuses on personal selling,advertising,sales promotion tools,and public relations to produce effective communication between the firm and the marketplace.

A) Pricing
B) Promotional
C) Distribution
D) Product

Question 52

Goods and services such as haircuts,GPS systems,and computers that are purchased for end users are examples of ______.

A) consumer products
B) business products
C) target market
D) marketing mix

Question 53

The era in marketing history characterized by the notion that creative advertising would convince consumers to buy a product is known as the ________ era.

A) relationship
B) marketing
C) production
D) sales

Question 54

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

A) Promotion strategy
B) Distribution strategy
C) Product strategy
D) Pricing strategy

Question 55

Which of the following marketing decision areas may be subject to government regulation and public scrutiny but can be a powerful competitive tool for a business?

A) Pricing strategy
B) Distribution strategy
C) Product strategy
D) Promotional strategy

Question 56

An organization's ________ is the group of potential customers toward whom it directs its marketing efforts.

A) marketing demographic
B) target market
C) market segment
D) product market

Question 57

Companies use ________ to focus on a specific consumer market by combining product,distribution,promotion,and pricing strategies.

A) consumer behaviour
B) a marketing mix
C) a marketing concept
D) market segmentation

Question 58

As the result of a hurricane heading toward the coastal area of Nova Scotia,residents rushed to purchase plywood to cover their windows.Retailers who carried plywood were operating in a ________.

A) mixed economy
B) seller's market
C) buyer's market
D) regulated market

Question 59

The Tour of Hope is a cross-country bike tour designed to raise awareness about cancer clinical trials.Dasani bottled water is one of the sponsors,which enables the company to utilize ________ marketing.

A) organization
B) event
C) place
D) cause

Question 60

The era in marketing history characterized by the notion that the customer is always right is known as the ________ era.

A) production
B) sales
C) marketing
D) relationship

Question 61

All of the following are internal sources of data EXCEPT ________.

A) company product sales
B) company product inventory
C) competitor's sales
D) unpaid bills

Question 62

One of the most common forms of segmenting consumer markets uses characteristics such as age,income,household size,and/or ethnic group.This is known as ________ segmentation.

A) geographic
B) demographic
C) end-use
D) psychographic

Question 63

Luke works as a marketing researcher and goes online to obtain information from government publications for census data and demographics.What type of data is Luke researching?

A) Internal data
B) Secondary data
C) Peripheral data
D) Primary data

Question 64

Census data are ________ and ________ data for marketing researchers.

A) external;primary
B) internal;primary
C) internal;secondary
D) external;secondary

Question 65

The Custom Foot is a shoe store chain that manufactures shoes and allows customers to design a unique product by selecting from the type of leather,color,design,and size.This is an example of ________.

A) standardization
B) adaptation
C) organization marketing
D) mass customization

Question 66

Tabitha is a research specialist in a marketing division.She is working on a project that involves searching through customer files to detect spending patterns or trends that her company could target to increase sales.Tabitha is ________.

A) developing a value-added database
B) segmenting and correlating the data files
C) doing environmental scanning
D) data mining

Question 67

Devin obtains research data based on the number of unique visitors to his company's Website,as well as tracking types of orders and amount of money spent.Devin is acquiring what type of research data?

A) Principal
B) Secondary
C) External
D) Primary

Question 68

______ attempts to isolate the traits that distinguish a certain group of customers from the overall market.

A) Marketing
B) Market segmentation
C) Demographic segmentation
D) Data mining

Question 69

Standardization would be most appropriate for all of the following products except ______.

A) commercial aircraft
B) chemicals
C) steel
D) checking accounts

Question 70

Nike has implemented ______ so that its customers can design certain features of its athletic products to meet their specific needs and desires.

A) mass customization
B) standardization
C) organization marketing
D) relationship production

Question 71

Esperanza is reviewing data that shows sales of her company's products during specific hours of each day.What kind of data is Esperanza reviewing?

A) Internal data
B) Secondary data
C) External data
D) Survey data

Question 72

Data collected for the first time through observation or surveys is ________.

A) secondary data
B) external data
C) primary data
D) a marketing information system

Question 73

Grocery stores use ________ to assess local preferences for products so that they can tailor the inventory of each store accordingly.

A) data mining
B) warehouses
C) marketing
D) research

Question 74

Ida works on creating ways to ensure that customers receive goods at the right time and correct location.Ida is involved in her firm's ________ strategy.

A) pricing
B) promotion
C) distribution
D) product

Question 75

A focus group is a method of collecting ________ data and is a(n)________.

A) primary;survey method
B) primary;observational study
C) secondary;survey method
D) secondary;observational study

Question 76

A company's financial records are a source of ________ and ________ data for marketing researchers.

A) external;primary
B) internal;primary
C) external;secondary
D) internal;secondary

Question 77

Adaptation works best for which of the following products?

A) Paper
B) Fast food
C) Wood
D) Natural gas

Question 78

Joe is developing the marketing mix for his company's new line of power tools.A brand name,price,and distribution system have been decided.Now Joe is concentrating his efforts on developing the best advertising plan for the product line.The advertising plan is part of Joe's ________ strategy.

A) production
B) pricing
C) promotional
D) product

Question 79

Which of the following is a drawback to using census and other government data sources?

A) Accessing government data is expensive.
B) Government data can become obsolete quickly.
C) Accessing government data is difficult.
D) Government data sources are unreliable.

Question 80

Allan and Erica assembled a group of 12 people and had the group evaluate several promotional campaigns.Allan and Erica collected data from a(n)________.

A) focus group
B) survey
C) observational source
D) secondary source