Deck 11: Customer-Driven Marketing

Question 1

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

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

Answer 1

A

Question 2

Place utility is created

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

Answer 2

C

Question 3

Which of these describes an activity in which two or more parties give something of value to each other to satisfy perceived needs

A)Marketing
B)Place utility
C)Exchange process
D)Time utility

Answer 3

C

Question 4

Which era in marketing history is characterized by the notion that a good product will sell itself?

A)Production
B)Sales
C)Marketing
D)Relationship

Question 5

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

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

Question 6

The era in marketing history characterized by the notion that the consumer is king is known as the ________ era.

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

Question 7

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

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

Question 8

Which utility is created when the business firm converts raw materials into finished goods and services?

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

Question 9

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

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

Question 10

Which utility is created by making a good or service available when customers want and need to purchase it?

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

Question 11

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

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

Question 12

Juan 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 13

Which of these refers to a companywide customer orientation with the objective of achieving long-run success?

A)Marketing concept
B)Big data
C)Consumer behavior
D)Cause marketing

Question 14

Which utility is also called possession utility?

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

Question 15

A Wisconsin sporting goods store that sells fishing licenses at the start of each sport fishing season is creating _____ utility.

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

Question 16

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

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

Question 17

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)production
C)sales
D)marketing

Question 18

The marketing function creates all of the following types of utility EXCEPT which utility?

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

Question 19

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 20

Which utility is created by making a product available in a location convenient for customers to purchase?

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

Question 21

All of the following is included in a company's marketing plan EXCEPT

A)information about specific activities to be undertaken.
B)the audience to whom specified activities are targeted.
C)the social causes to which the company contributes.
D)metrics used to measure goals.

Question 22

_______ allows marketers to assess competitive,social,economic,technological,and political environments that may impact business,and consequently,marketing decisions.

A)Environmental scanning
B)Data mining
C)Business intelligence
D)Data warehouse

Question 23

Identify a true statement about traditional drug store chains that double as health care clinics.

A)They offer appropriate medication and vaccinations.
B)They have better diagnostic equipment.
C)They are low-cost and convenient.
D)They rarely require any promotional strategies.

Question 24

An example of _____ is the use of the slogan "No one deserves to die" by the Lung Cancer Alliance.

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

Question 25

Nicholas 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 Nicholas is concentrating his efforts on developing the best advertising plan for the product line.The advertising plan is part of Nicholas's ______ strategy.

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

Question 26

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 27

Which of the following strategy effectively blends advertising,personal selling,sales promotion,and public relations to achieve its goals of informing,persuading,and influencing purchase decisions?

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

Question 28

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)person

Question 29

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 30

Companies use _____ to fit the needs and preferences of a specific target market by combining product,distribution,promotion,and pricing strategies.

A)a marketing mix
B)organization marketing
C)consumer behavior
D)market segmentation

Question 31

A fast-food chain specializing in Chinese food starts serving Indo-Chinese food in order to attract a more varied target audience.This is an example of

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

Question 32

The application of marketing strategies helps not-for-profit organizations _____.

A)analyze consumer behavior
B)satisfy customers
C)secure funding
D)create forms of utility

Question 33

Colormaster Corp.has implemented _____ so that its customers can choose their own fabric,style,individual features,and size.

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

Question 34

The group of potential customers toward whom an organization directs its marketing efforts is its _____.

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

Question 35

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

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

Question 36

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

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

Question 37

Dominique is campaigning for the city council's initiative related to general public safety.She talks to the public about their concerns.Dominique is engaged in _____ marketing.

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

Question 38

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

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

Question 39

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

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

Question 40

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

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

Question 41

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

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

Question 42

The common bases for segmenting consumer markets include all of the following EXCEPT _____ factors.

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

Question 43

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

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

Question 44

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

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

Question 45

Vincent 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.Vincent is acquiring what type of research data?

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

Question 46

Adaptation works best for which of the following products?

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

Question 47

Javier is using demographic data methods for segmenting a market.He will use all of the following EXCEPT

A)age.
B)education.
C)location.
D)income.

Question 48

The marketing strategy that focuses on the precise way a B2B purchaser will use a product is known as ______.

A)product-related segmentation
B)geographical segmentation
C)end-use segmentation
D)demographic segmentation

Question 49

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

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

Question 50

The information collected in massive amounts and at unprecedented speed from both traditional and digital sources to be used in business decision making is called

A)market research.
B)primary data.
C)big data.
D)business intelligence.

Question 51

Cuba is developing several different marketing strategies based on target markets that differ in terms of lifestyles.He is segmenting the overall market by _____.

A)demographics
B)end-use
C)psychographics
D)product

Question 52

Standardization would be most appropriate for all of the following products EXCEPT

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

Question 53

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

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

Question 54

Forbes,Fortune,and similar types of magazines often contain ads for Rolex watches,BMW automobiles,and other luxury items.Advertisers are trying to reach a market segment based on _____.

A)income
B)age
C)gender
D)location

Question 55

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 outdated quickly.
C)Accessing government data is difficult.
D)Government data sources are unreliable.

Question 56

Census data are _____ and _____ data for marketing researchers.

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

Question 57

Which of these best define business intelligence?

A)It is an analysis of external environmental factors by marketers to understand how these factors impact business and marketing decisions.
B)It is the process of collecting and evaluating information to help marketers make effective decisions.
C)It is the task of using computer-based technology to evaluate data in a database and identify useful trends.
D)It is a combination of activities and technologies for gathering,storing,and analyzing data to make better competitive decisions.

Question 58

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 59

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)psychographic
C)end-use
D)demographic

Question 60

_____ 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 61

All of the following are methods of segmenting the business market EXCEPT

A)psychographics.
B)demographics.
C)geographic.
D)end-use.

Question 62

Hershey has teamed up with Betty Crocker to introduce a new line of co-branded desserts,including cookies,cupcakes,and frostings.This is an example of

A)a comarketed product.
B)supplier-producer cooperation.
C)a marketing mix.
D)a cobranded product.

Question 63

Huang is tired of doing his laundry at the local laundromat and would like to buy a washer and dryer for his apartment.He notices that an online retail store is having a half-price sale.Huang is at what step of the consumer behavior process?

A)Searching for alternatives
B)Evaluation of alternatives
C)Purchase decision
D)Purchase act

Question 64

Marketing is rarely useful as an education tool.

Question 65

Isabella has initiated a project to establish a company website for interactive electronic commerce that encourages customers to provide the company with information on their purchase decision factors,post-purchase evaluations,lifestyles,and future expectations for service.Isabella plans to use the Internet for

A)market segmentation.
B)end-use segmentation.
C)organization marketing.
D)relationship marketing.

Question 66

Interpersonal determinants of consumer behavior include all of the following EXCEPT _____ influences.

A)motivational
B)cultural
C)social
D)family

Question 67

Penelope wants to purchase a new printer for her computer.She decides to stick with the brand she knows because of her experience with its efficiency and reliability.This is an example of a(n)

A)interpersonal determinant.
B)personal determinant.
C)buying behavior.
D)recognition of problem or opportunity.

Question 68

A Lenovo laptop with an i5 processor would be an example of

A)cobranding.
B)product-mix.
C)affinity program.
D)marketing mix.

Question 69

When McDonald's offered Madame Alexander gifts in its Happy Meals,both companies profited from the _____ arrangement.

A)comarketing
B)cobranding
C)affinity program
D)transaction marketing

Question 70

Developing and maintaining long-term,cost-effective exchange relationships with individual customers,suppliers,employees,and other partners for mutual benefit characterizes

A)relationship management.
B)customer satisfaction.
C)relationship marketing.
D)interpersonal consumer relationships.

Question 71

Which of the following is NOT consistent with relationship marketing?

A)Focusing on attaining new customers,even at the expense of losing long-term ones
B)Developing partnerships with suppliers
C)Developing partnerships with customers
D)Supporting other businesses whose support is beneficial to the company's goals

Question 72

Which of the following is an interpersonal determinant of consumer behavior?

A)Family influences
B)Attitudes
C)Perceptions
D)Motives

Question 73

Which of these refers to the actions of consumers directly involved in obtaining,consuming,and disposing of products and the decision processes that precede and follow these actions?

A)Buyer behavior
B)Consumer behavior
C)Marketing management
D)Consumer-goods manufacturing process

Question 74

Approximately how much more does it cost to attract one new customer than to keep an existing one?

A)Five times as much
B)Three times as much
C)Twice as much
D)About the same

Question 75

Amazon.com keeps track of goods its customers have ordered.When a returning customer logs onto Amazon.com,the site creates a list of recommendations based on the customer's purchasing history.Amazon is segmenting the market by

A)product.
B)psychographic.
C)demographics.
D)end-use.

Question 76

SoledShop Ltd.manufactures customized coffee mugs,coasters,wall posters,postcards,and magnets.SoledShop Ltd.is involved in creating _____ utility.

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

Question 77

Branding expert David Armano started The Daniela Project in which he requested the users of Critical Mass,a digital experience design agency,to help support women who have been victims of domestic abuse.The Daniela Project is an example of _____ marketing.

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

Question 78

ABC University offers its alumni a special Visa card with the university's logo printed on the front.Each time the cardholder uses the card,the university receives a small percentage of the amount charged.This is an example of

A)cobranding.
B)an affinity program.
C)a frequency marketing program.
D)comarketing.

Question 79

Personal determinants in the buying decision include all of the following EXCEPT

A)needs and motives.
B)perceptions.
C)learning and self-concept.
D)cultural experiences.

Question 80

Denzel seeks out cleaning products that are environmental friendly and is willing to pay extra for a "green" brand.Denzel's purchase is governed by

A)interpersonal determinants.
B)personal determinants.
C)relationship marketing.
D)end-use segmentation.