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Exam 13: Marketing: Helping Buyers Buy

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Question 51

Multiple Choice

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Firms adopting a relationship marketing strategy view technology as an) :

A) promising technique to expand to a mass market.
B) threat to the effective and efficient implementation of their strategy.
C) tool with limited value because many people are reluctant to place orders or send information electronically.
D) increased opportunity to personalize marketing campaigns to meet customer needs.

E) All of the above
F) A) and B)

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Question 52

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Mass marketing means developing products and promotions using little segmentation.

A) True
B) False

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Question 53

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A ___________ orientation refers to the process of determining the wants and needs of buyers and then providing goods and services to meet or exceed their expectations.

Target marketing is a business strategy that focuses a firm's marketing efforts towards a potentially profitable segment of a larger market.

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

A reference group is society's accepted values,attitudes,and ways of doing things that consumers have to learn.

One-to-one marketing refers to developing a unique mix of goods and services for each individual customer.

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

A ________ group consists of a small group of people who meet under the direction of a discussion leader to discuss opinions about an organization,its products,or other issues.

A consumer's decision-making process is influenced by his/her __________,consisting of those people who help shape the consumer's beliefs,attitudes,values or behavior.

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

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

Cognitive dissonance refers to the confusion and frustration people experience when they compare different products they rarely use before making a purchase.

Describe the steps involved in conducting marketing research.

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.

One of the social trends that marketers must monitor to maintain their close relationship with customers is the:

Demographic segmentation divides a market into segments based on the customer's location.

While the four Ps help us remember the basics components of the __________,they don't have significant relevance in the marketing process.

Business-to-business markets tend to be geographically concentrated.

Which of the following describes the marketing era immediately after the development of mass production assembly lines?