Deck 11: Customer-Driven Marketing

Question 1

Which of the following is a goods or services purchased to be used, either directly or indirectly, in the production of other goods for resale?

A) intermediary product
B) raw material
C) consumer (B2C) product
D) business (B2B) product

Answer 1

D

Question 2

The best marketers not only give consumers what they want but__________________.

A) offer the lowest prices
B) create form utility
C) anticipate needs before those needs surface
D) sell items that are not needed

Answer 2

C

Question 3

Marketing that a college or university uses is referred to as________________________.

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

Answer 3

D

Question 4

Marketing creates the function of utility by all of the following except _______________.

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

Question 5

The era in marketing history that believed creative advertising and selling would overcome consumers' resistance is ____________________________.

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

Question 6

A market with a shortage of goods is referred to as a _________________________.

A) seller's market
B) high demand market
C) economic recession market
D) problem market

Question 7

Which of the following nontraditional marketing forms would focus on a political candidate's campaign?

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

Question 8

Marketing the Special Olympics combines ______________________________.

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

Question 9

The exchange process is activity in which two or more parties give something of value to each other to

A) make the best deal.
B) satisfy perceived needs.
C) maintain client relationship.
D) market products.

Question 10

Marketing that promotes awareness of a social issue or raises money for a social issue, such as alcohol abuse or childhood obesity, is referred to as

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

Question 11

__________is the power of a good or service to satisfy a want or need.

A) Utility
B) Exchange
C) Marketing
D) Barter

Question 12

Not-for-profit organizations operate in both the public and private sector.

Question 13

Marketing creates all of the following types of utility except ________________________.

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

Question 14

The marketing concept _______________________________.

A) refers to a companywide customer orientation
B) is ineffective in the age of Internet transactions
C) focuses on producing products at a reasonable cost in large batches
D) works best during a seller's market

Question 15

Which era below emphasizes customer satisfaction and building long-term business relationships?

A) marketing era
B) production era
C) relationship era
D) selling era

Question 16

Which plan below outlines its marketing strategy and includes information about the target market, sales and revenue goals, the marketing budget, and the timing for implementing the elements of the marketing mix?

A) marketing plan
B) business plan
C) strategic plan
D) customer plan

Question 17

AT&T ensured a full crowd of spectators by signing Tiger Woods to host its AT&T National golf tournament, which also honoured U.S. military members. Which one of the nontraditional categories applies below?

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

Question 18

When two or more parties benefit from trading things of value, they have entered into a(n)______________ process.

A) conversion
B) exchange
C) critical
D) production

Question 19

Which of the following is a group of people that an organization markets its goods, services, or ideas toward, using a strategy designed to satisfy this group's specific needs and preferences?

A) target market
B) customer market
C) market segment
D) business market

Question 20

Which of the following is an example of ownership utility?

A) A convenience store stays open 24 hours a day, seven days a week.
B) The bank is located across the street from the largest employer in town.
C) A restaurant allows customers to create their own menu combinations.
D) The furniture store offers 90-days-same-as-cash financing to qualified buyers.

Question 21

Daron's washing machine has stopped working. He has looked at Consumer Reports, talked to friends and family, and gone to several retailers to look at new machines. This weekend he will sort through the information that he has already gathered. Daron is at what stage of the consumer buying process?

A) problem recognition
B) evaluation of alternatives
C) search
D) purchase decision

Question 22

The most common form of market segmentation is ____________________________.

A) geographic.
B) product-related.
C) demographic.
D) psychographic.

Question 23

Marketers can influence the consumer behaviour process ______________________.

A) during the problem recognition stage
B) when the customer is looking for information
C) immediately before the purchase act
D) at every step along the way

Question 24

____________ is part of the broader field of business intelligence, which is the task of using computer-based technology to evaluate data in a database and identify useful trends.

A) Data warehousing
B) Data mining
C) Segmentation
D) Data analysis

Question 25

__________ is the process of collecting and evaluating information to help marketers make effective decisions.

A) Marketing research
B) Secondary data research
C) Data mining
D) Business intelligence

Question 26

Which of the following is not a typical method of segmenting B2B markets?

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

Question 27

The interpersonal determinants of consumer behaviour include all of the following except_____________________.

A) cultural influences
B) social influences
C) family influences
D) end-use influences

Question 28

Long-term customers buy more, require less service, and provide valuable feedback to a marketer. These elements contribute to a high __________________________________.

A) propensity to consume
B) relationship
C) brand loyalty
D) lifetime value of a customer

Question 29

A field of research that uses activities and technologies for gathering, storing, and analyzing data to make better competitive decisions.

A) data warehousing
B) data mining
C) business intelligence
D) data analysis

Question 30

Which of the following is not part of the marketing mix?

A) production
B) price
C) distribution
D) promotion

Question 31

The demographic method of segmenting the market is concerned with region, population, and density.

Question 32

Which strategy below includes decisions about package design, brand names, trademarks, warranties, product image, new-product development, and customer service?

A) distribution strategy
B) promotional strategy
C) product strategy
D) pricing strategy

Question 33

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

A) distribution strategy
B) promotional strategy
C) product strategy
D) pricing strategy

Question 34

Use of primary data in market research is much more cost effective and easier to obtain.

Question 35

Managing customer relationships instead of focusing on transactions _______________.

A) often leads to long-term, cost-effective exchange relationships
B) is time-consuming and of limited value
C) takes attention away from creating new products and services
D) requires added personnel and reduces organizational flexibility

Question 36

The use of regional warehouses by big box retailers is a part of their ____________ strategy.

A) distribution
B) quantity
C) pricing
D) promotional

Question 37

The Census Bureau is a major source of ______ for marketers.

A) primary data
B) internal data
C) secondary data
D) proprietary data

Question 38

_________ includes individual needs and motives, perceptions, attitudes, learned experiences, and self-concept.

A) Buying behaviour
B) Consumer behaviour
C) Relationship marketing
D) Psychological behaviour

Question 39

Tom Colicchio, a successful restaurateur and judge on the reality series Top Chef, discovered that service preferences are different in North America than in his country of Italy. His product should be segmented based on __________________________________________.

A) demographics
B) geography
C) product use
D) psychographics

Question 40

The marketing mix consists of all the following except _________________________.

A) product
B) target market
C) price
D) place

Question 41

The ultimate goal of relationship marketing is ____________________________.

A) getting to know your customers
B) customer satisfaction
C) understanding customer wants and needs
D) obtaining a sale