Question 1

Customer satisfaction may indicate how consumers feel about a product,but it does not indicate their willingness to actually purchase a product.

Accepted Answer

A) True 
 B)False

Question 2

In general,when a business is engaged in environmental scanning,which of the following forces does it look at?

Accepted Answer

A)  suppliers 
B)  employees 
C)  organizational culture 
D)  political and legal

Question 3

Which of the following marketing research techniques is being used when a company representative interviews mothers to discover their attitudes toward washing clothes?

Accepted Answer

A)  experimental 
B)  observational 
C)  secondary 
D)  survey

Question 4

When Clorox targets heavy users of bleach,it is using volume segmentation.

Accepted Answer

A) True 
 B)False

Question 5

During and right after the Industrial Revolution,companies focused on mass production and assembly lines,and placed a strong emphasis on lower costs.During this period manufacturers had which of the following orientations?

Accepted Answer

A)  manufacturing focus 
B)  exchange mission 
C)  customer orientation 
D)  production orientation

Question 6

Which of the following is the belief that the company should dedicate all of its planning,policies,operations,and efforts to the satisfaction of the customer?

Accepted Answer

A)  marketing concept 
B)  exchange relationship 
C)  market mission statement 
D)  market approach

Question 7

If an investigator subtracted two ounces of a cleaning concentrate from its easily recognized container and then observed how this change affected sales of the cleaner,the investigator would be engaged in which of the following?

Accepted Answer

A)  survey research 
B)  secondary research 
C)  experimental research 
D)  observation research

Question 8

Which of the following is the action that people take in buying and using goods and services?

Accepted Answer

A)  delegation strategy 
B)  consumer responsibility 
C)  target marketing 
D)  buyer behaviour

Question 9

Marketing is the process of combining the conception,pricing,promotion,and distribution of goods or services to create exchanges that satisfy individual and organizational objectives.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is an example of social marketing?

Accepted Answer

A)  promotion for a beach party at a local bar 
B)  a campaign against the use of illegal drugs 
C)  advertisement for a new health food 
D)  an advertisement for e-Harmony

Question 11

A company with the ability to provide a unique product or service that offers something of value to buyers besides simply a lower price has which of the following advantages?

Accepted Answer

A)  a relationship building advantage 
B)  a niche advantage 
C)  a differential competitive advantage 
D)  a comparative advantage

Question 12

The two main components of a product orientation are the use of market research and a strong desire to satisfy the needs of customers.

Accepted Answer

A) True 
 B)False

Question 13

Revlon is in financial trouble; its total debt is 150 percent greater than its total assets.To increase sales,the cosmetics manufacturer hired actress Halle Berry to be its spokesperson.The company hopes Berry will act as which of the following influences on consumers?

Accepted Answer

A)  an opinion leader 
B)  a service provider 
C)  an innovator 
D)  a target recipient

Question 14

Reality television shows are often designed to appeal to people who would like to appear on television themselves.What is the collective term for this group of viewers?

Accepted Answer

The answer of Reality television shows are often designed to...

Question 15

When Kellogg's designed a new package for its Special K Plus cereal,it decided to make it look like a milk carton to emphasize the product's calcium content.This type of decision was made as part of which of the following strategy?

Accepted Answer

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

Question 16

A manufacturer will deal with wholesalers and retailers when planning which of the following strategies?

Accepted Answer

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

Question 17

Often marketers who issue coupons will do which of the following to see if consumers will respond more favourably to half-off coupons or two-for-the-price-of-one coupons?

Accepted Answer

A)  survey research 
B)  experimental research 
C)  observation research 
D)  secondary research

Question 18

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.He knows that there is a great demand for such a product,but he is puzzled as to how to distribute the product.Which of the four Ps is Robi concerned about?

Accepted Answer

A)  place 
B)  promotion 
C)  possession 
D)  production

Question 19

What is the goal of the marketing concept?

Accepted Answer

A)  It focuses on profit maximization. 
B)  It achieves short-term organizational goals. 
C)  It satisfies customer wants and needs legally and responsibly. 
D)  It integrates all of the company's activities to achieve maximization.

Question 20

Which of the following is the collection,recording,and analysis of data relevant to a marketing decision?

Accepted Answer

A)  marketing research 
B)  marketing customization 
C)  data collection 
D)  marketing information

Exam 13: Marketing The Customer Focus

Customer satisfaction may indicate how consumers feel about a product,but it does not indicate their willingness to actually purchase a product.

In general,when a business is engaged in environmental scanning,which of the following forces does it look at?

Which of the following marketing research techniques is being used when a company representative interviews mothers to discover their attitudes toward washing clothes?

When Clorox targets heavy users of bleach,it is using volume segmentation.

During and right after the Industrial Revolution,companies focused on mass production and assembly lines,and placed a strong emphasis on lower costs.During this period manufacturers had which of the following orientations?

Which of the following is the belief that the company should dedicate all of its planning,policies,operations,and efforts to the satisfaction of the customer?

If an investigator subtracted two ounces of a cleaning concentrate from its easily recognized container and then observed how this change affected sales of the cleaner,the investigator would be engaged in which of the following?

Which of the following is the action that people take in buying and using goods and services?

Marketing is the process of combining the conception,pricing,promotion,and distribution of goods or services to create exchanges that satisfy individual and organizational objectives.

Which of the following is an example of social marketing?

A company with the ability to provide a unique product or service that offers something of value to buyers besides simply a lower price has which of the following advantages?

The two main components of a product orientation are the use of market research and a strong desire to satisfy the needs of customers.

Revlon is in financial trouble; its total debt is 150 percent greater than its total assets.To increase sales,the cosmetics manufacturer hired actress Halle Berry to be its spokesperson.The company hopes Berry will act as which of the following influences on consumers?

Reality television shows are often designed to appeal to people who would like to appear on television themselves.What is the collective term for this group of viewers?

When Kellogg's designed a new package for its Special K Plus cereal,it decided to make it look like a milk carton to emphasize the product's calcium content.This type of decision was made as part of which of the following strategy?

A manufacturer will deal with wholesalers and retailers when planning which of the following strategies?

Often marketers who issue coupons will do which of the following to see if consumers will respond more favourably to half-off coupons or two-for-the-price-of-one coupons?

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.He knows that there is a great demand for such a product,but he is puzzled as to how to distribute the product.Which of the four Ps is Robi concerned about?

What is the goal of the marketing concept?

Which of the following is the collection,recording,and analysis of data relevant to a marketing decision?