Deck 13: Marketing: Helping Buyers Buy

Question 1

The marketing concept was used heavily by business when it was first suggested in the 1950s.

Answer 1

False

Question 2

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

Answer 2

False

Question 3

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

Answer 3

False

Question 4

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

Question 5

The four eras of the evolution of marketing are (1) production, (2) selling, (3) advertising, and (4) stakeholder relationships.

Question 6

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

Question 7

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

Question 8

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

Question 9

The marketing concept has three parts: (1) a consumer orientation, (2) a service orientation, and (3) an advertising orientation.

Question 10

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

Question 11

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

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

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

Question 14

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 15

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

Question 16

After World War II, the tremendous demand for goods and services among the returning veterans allowed businesses to sell whatever they produced without having to worry about what the competition was doing.

Question 17

The primary focus of marketing today is on selling and advertising.

Question 18

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

Question 19

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

Question 20

The marketing concept emphasizes that everyone from the president of the firm to the delivery people should be customer oriented.

Question 21

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

Question 22

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 23

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 has not yet adopted the marketing concept that emphasizes a customer orientation rather than a profit orientation.

Question 24

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

Question 25

The four elements of the marketing mix are product, production, price, and predictability.

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

Social media is not having an effect on the emerging era of mobile/on-demand marketing.

Question 32

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 33

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 34

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 35

The main concern of the marketing mix is to please firm's stockholders.

Question 36

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

Question 37

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

Question 38

The Seeking Sustainability box shows us that consumer relationship building can mean many different things. In this case, Campbell's and the Food Bank of South New Jersey are showing their great examples of being socially responsible and promoting sustainability, two attributes consumers are seeking more.

Question 39

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 40

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

Question 41

Secondary data should be gathered first because this type of information is less expensive to obtain.

Question 42

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

Question 43

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

Question 44

Effective marketing research involves listening to customers, employees, shareholders, and other stakeholders.

Question 45

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 46

For safety's 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 47

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

Question 48

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 49

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

Question 50

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

Question 51

Apps, like WeReward, engage users by combining the most basic elements of social media. These apps are a great benefit to both customers and businesses. Customers get a special deal and businesses are able to get their names out to the friends of users. This is an effective form of promotion.

Question 52

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

Question 53

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 54

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

Question 55

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

Question 56

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

Question 57

The most important component of the marketing mix is the actual design and production of the product.

Question 58

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

Question 59

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 60

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 61

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 62

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

Question 63

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 64

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

Question 65

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

Question 66

Peggy, a fitness instructor at the local YMCA, has been invited by a 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 67

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

Question 68

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 69

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 70

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

Question 71

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

Question 72

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

Question 73

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

Question 74

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 75

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

Question 76

Marketers use very detailed surveys to gather secondary data.

Question 77

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

Question 78

The two major types of markets in business are the consumer market and the government market.

Question 79

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

Question 80

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