Question 1

Marketing to attract customers and funding for museums,symphonies,and zoos is an example of ____________________ marketing.

Accepted Answer

The answer of Marketing to attract customers and funding for...

Question 2

According to which of the following should a firm first identify consumer needs and then produce the goods and services that will satisfy them?

Accepted Answer

A)  the total exchange concept 
B)  the market mission statement 
C)  the marketing concept 
D)  the sales concept

Question 3

In which of the following does an interviewer interact with respondents,either in person or by mail,to obtain facts,opinions,and attitudes?

Accepted Answer

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

Question 4

What kind of segmentation is the publisher of Golf Digest magazine using?

Accepted Answer

The answer of What kind of segmentation is the publisher...

Question 5

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 6

Fitness and Shape magazines are aimed at people who believe their body is a temple and want to read magazines that help them stay in top-notch physical condition.These magazines use which of the following type of segmentation?

Accepted Answer

A)  geographic 
B)  demographic 
C)  volume 
D)  benefit

Question 7

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

Accepted Answer

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

Question 8

"With our excellent equipment,we can produce the cheapest products on the market." This is more than likely a statement from a company with which of the following orientations?

Accepted Answer

A)  a sales focus 
B)  a production orientation 
C)  a customer orientation 
D)  a marketing emphasis

Question 9

Which type of segmentation is based on what the product will do rather than on consumer characteristics?

Accepted Answer

A)  demographic 
B)  benefit 
C)  volume 
D)  psychographic

Question 10

Which of the following is most likely an example of a consumer using routine response behaviour?

Accepted Answer

A)  Bennett's reordering of office supplies 
B)  Leiah's subscription renewals 
C)  Bailey's usual purchase of a Coke for breakfast 
D)  Ally's purchase of a new dress for her senior prom

Question 11

The goal in environmental scanning is to gather internal environmental data to identify future market opportunities and threats.

Accepted Answer

A) True 
 B)False

Question 12

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.Robi has mailed promotional flyers on the shampoo to all the school districts in the nation.He has also run ads in several different women's magazine.Which of the following strategies is described by Robi's actions?

Accepted Answer

A)  customer value strategy 
B)  the marketing mix 
C)  production strategy 
D)  promotional strategy

Question 13

Which of the following is a source for primary data?

Accepted Answer

A)  a library 
B)  a person-to-person interview 
C)  magazine advertisements for the past two decades 
D)  a census

Question 14

Which of the following is a specific group of consumers toward which a firm directs its marketing efforts?

Accepted Answer

A)  a package market 
B)  a population sample 
C)  a target market 
D)  a demand group

Question 15

____________________ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,and services to create exchanges.

Accepted Answer

The answer of ____________________ is the process of planning and...

Question 16

As part of its product strategy,Timex gives customers a one-year warranty on all watches that are marketed under the Timex brand.

Accepted Answer

A) True 
 B)False

Question 17

The CBC is experiencing poorer ratings during the new fall season than anticipated because of the decreasing number of younger people.Many experts in the entertainment industry believe that the audience for programming on the CBC network is people over the age of 55 in spite of claims by executives that its programming is designed to reach a younger,less conservative audience.Which of the following statements correctly describes this situation?

Accepted Answer

A)  CBC does not have a target market. 
B)  The target market for CBC is people over the age of 55. 
C)  CBC does not need a target market because other television networks succeed without one. 
D)  CBC is efficiently reaching its self-defined target market

Question 18

Which of the following is a strategy that focuses on forging long-term partnerships with customers?

Accepted Answer

A)  exchange targeting 
B)  relationship marketing 
C)  niche marketing 
D)  transactional marketing

Question 19

____________________ is the ratio of benefits to the sacrifice necessary to obtain those benefits.

Accepted Answer

The answer of ____________________ is the ratio of benefits to...

Question 20

Selling retirement plans to people over the age of 50 is an example of demographic segmentation.

Accepted Answer

A) True 
 B)False

Exam 12: Understanding the Customer

Marketing to attract customers and funding for museums,symphonies,and zoos is an example of ____________________ marketing.

According to which of the following should a firm first identify consumer needs and then produce the goods and services that will satisfy them?

In which of the following does an interviewer interact with respondents,either in person or by mail,to obtain facts,opinions,and attitudes?

What kind of segmentation is the publisher of Golf Digest magazine using?

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?

Fitness and Shape magazines are aimed at people who believe their body is a temple and want to read magazines that help them stay in top-notch physical condition.These magazines use which of the following type of segmentation?

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

"With our excellent equipment,we can produce the cheapest products on the market." This is more than likely a statement from a company with which of the following orientations?

Which type of segmentation is based on what the product will do rather than on consumer characteristics?

Which of the following is most likely an example of a consumer using routine response behaviour?

The goal in environmental scanning is to gather internal environmental data to identify future market opportunities and threats.

Lee Robi has developed a dog shampoo that promotes softer fur and reduces shedding.Robi has mailed promotional flyers on the shampoo to all the school districts in the nation.He has also run ads in several different women's magazine.Which of the following strategies is described by Robi's actions?

Which of the following is a source for primary data?

Which of the following is a specific group of consumers toward which a firm directs its marketing efforts?

____________________ is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,and services to create exchanges.

As part of its product strategy,Timex gives customers a one-year warranty on all watches that are marketed under the Timex brand.

Which of the following is a strategy that focuses on forging long-term partnerships with customers?

____________________ is the ratio of benefits to the sacrifice necessary to obtain those benefits.

Selling retirement plans to people over the age of 50 is an example of demographic segmentation.