Question 1

Rooney Community College has experienced declining enrolment for the past three years.Historically the college has relied on enrolment from newly graduated high school students.In order to identify other potential markets,Rooney Community College would benefit from:

Accepted Answer

A)  a stakeholder audit.
B)  test marketing.
C)  marketing research.
D)  sales promotions.E) B) and C)
F) A) and D)

Question 2

Helen,a manager for Marshall Manufacturing,spends much of her time reviewing the global,technological,socio-cultural,competitive,and economic factors that can influence the success of her firm's marketing efforts.Helen's efforts indicate that she is involved with environmental scanning.

Accepted Answer

A) True 
 B)False

Question 3

The marketing concept has three parts: (1)a consumer orientation, (2)a service orientation,and (3)an advertising orientation.

Accepted Answer

A) True 
 B)False

Question 4

A comparison of the marketing concept and customer relationship management indicates that customer relationship management:

Accepted Answer

A)  attempts to improve profits by keeping quality high,while the marketing concept attempts to improve profits by a careful design of the promotional mix.
B)  turns the marketing concept upside down.The marketing concept emphasized that marketing was the most important function performed by a firm,but customer relationship management views marketing to be the least important function.
C)  extends the marketing concept by calling for the firm to learn more about its customers so that it not only satisfies them,but exceeds their expectations over time.
D)  and the marketing concept are identical.E) All of the above
F) A) and B)

Question 5

All of the following are considered steps in the marketing research process  except :

Accepted Answer

A)  gathering data to support conclusions.
B)  defining the problem to be resolved.
C)  choosing the best solution for a problem.
D)  planning for product modifications and test advertising.E) A) and B)
F) C) and D)

Question 6

Marketing research usually begins with secondary data because it is more accurate and more relevant than primary data.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is not consistent with relationship marketing?

Accepted Answer

A)  Focusing more on retaining existing customers than on attracting new customers.
B)  Working with buyers to determine their individual needs.
C)  Developing market share through mass media advertising.
D)  Maintaining long-term relationships with customers.E) A) and B)
F) None of the above

Question 8

Marketers define a _______as any physical good,service,or idea that satisfies a want or need.

Accepted Answer

A)  brand
B)  prototype
C)  concept test
D)  productE) B) and C)
F) All of the above

Question 9

Exploring_______ data first helps marketers minimize marketing research costs.

Accepted Answer

A)  primary
B)  focus group
C)  secondary
D)  newly created surveyE) B) and D)
F) A) and B)

Question 10

With help from the marketing department,engineers at Easy Electronics have designed a new type of cable modem that is easier to install in computers and more reliable than any cable modems currently in use.The marketing managers want to differentiate it from less sophisticated products made by Easy's competitors.An important part of this effort is likely to be the selection of a for the new modem.

Accepted Answer

A)  patent
B)  prototype
C)  brand name
D)  copyrightE) A) and D)
F) None of the above

Question 11

Which of the following statements about the distinction between consumer goods and industrial goods is the most accurate?

Accepted Answer

A)  Industrial goods are custom-made to the specifications of the buyer,while the vast majority of consumer goods are mass-produced.
B)  Consumer goods are typically more expensive than industrial goods.
C)  Industrial goods tend to have a useful life of several years and can be depreciated while consumer goods typically last less than a year.
D)  The same product can be classified as either a consumer good or an industrial good,depending upon its end use.E) C) and D)
F) B) and D)

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Test marketing is the process of testing products among potential users.

Accepted Answer

A) True 
 B)False

Question 14

Choosing to open new locations for a business in cities with populations of under 50,000 is an example of geographic segmentation.

Accepted Answer

A) True 
 B)False

Question 15

Relationship marketing is more concerned with retaining old customers than with creating new ones.

Accepted Answer

A) True 
 B)False

Question 16

Promotion includes personal selling and word-of-mouth efforts to persuade people to buy a firm's goods or services.

Accepted Answer

A) True 
 B)False

Question 17

Hans has the responsibility for product development,pricing,promotion,and distribution of Hi Vee Vitamins to children.Hans's job would not involve:

Accepted Answer

A)  getting the product to the right place.
B)  concept testing.
C)  pollution control.
D)  test marketing.E) B) and C)
F) B) and D)

Question 18

In order to be successful,marketers avoid small market segments in favour of larger targets.

Accepted Answer

A) True 
 B)False

Question 19

A student admission ticket to the new James Bond movie is an example of market segmentation.

Accepted Answer

A) True 
 B)False

Question 20

During the early 1900s,businesses emphasized learning as much as possible about their customers and doing everything to satisfy them.

Accepted Answer

A) True 
 B)False

Exam 14: Marketing: Helping Buyers Buy

The marketing concept has three parts: (1)a consumer orientation, (2)a service orientation,and (3)an advertising orientation.

Correct Answer
verified

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

Correct Answer
verified

Marketers define a _______as any physical good,service,or idea that satisfies a want or need.

Correct Answer
verified

Relationship marketing is more concerned with retaining old customers than with creating new ones.

Correct Answer
verified

Exploring_______ data first helps marketers minimize marketing research costs.

Correct Answer
verified

A student admission ticket to the new James Bond movie is an example of market segmentation.

Correct Answer
verified

Hans has the responsibility for product development,pricing,promotion,and distribution of Hi Vee Vitamins to children.Hans's job would not involve:

Correct Answer
verified

Marketing research usually begins with secondary data because it is more accurate and more relevant than primary data.

Correct Answer
verified

Which of the following is not consistent with relationship marketing?

Correct Answer
verified

In order to be successful,marketers avoid small market segments in favour of larger targets.

Correct Answer
verified

All of the following are considered steps in the marketing research process except :

Correct Answer
verified

Test marketing is the process of testing products among potential users.

Correct Answer
verified

During the early 1900s,businesses emphasized learning as much as possible about their customers and doing everything to satisfy them.

Correct Answer
verified

Which of the following statements about the distinction between consumer goods and industrial goods is the most accurate?

Correct Answer
verified

Choosing to open new locations for a business in cities with populations of under 50,000 is an example of geographic segmentation.

Correct Answer
verified

A comparison of the marketing concept and customer relationship management indicates that customer relationship management:

Correct Answer
verified

Rooney Community College has experienced declining enrolment for the past three years.Historically the college has relied on enrolment from newly graduated high school students.In order to identify other potential markets,Rooney Community College would benefit from:

Correct Answer
verified

Promotion includes personal selling and word-of-mouth efforts to persuade people to buy a firm's goods or services.

Correct Answer
verified

Correct Answer
verified

Helen,a manager for Marshall Manufacturing,spends much of her time reviewing the global,technological,socio-cultural,competitive,and economic factors that can influence the success of her firm's marketing efforts.Helen's efforts indicate that she is involved with environmental scanning.

Correct Answer
verified

Exam 14: Marketing: Helping Buyers Buy

The marketing concept has three parts: (1)a consumer orientation, (2)a service orientation,and (3)an advertising orientation.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Marketers define a _______as any physical good,service,or idea that satisfies a want or need.

Correct AnswerverifiedShow Answer

Relationship marketing is more concerned with retaining old customers than with creating new ones.

Correct AnswerverifiedShow Answer

Exploring_______ data first helps marketers minimize marketing research costs.

Correct AnswerverifiedShow Answer

A student admission ticket to the new James Bond movie is an example of market segmentation.

Correct AnswerverifiedShow Answer

Hans has the responsibility for product development,pricing,promotion,and distribution of Hi Vee Vitamins to children.Hans's job would not involve:

Correct AnswerverifiedShow Answer

Marketing research usually begins with secondary data because it is more accurate and more relevant than primary data.

Correct AnswerverifiedShow Answer

Which of the following is not consistent with relationship marketing?

Correct AnswerverifiedShow Answer

In order to be successful,marketers avoid small market segments in favour of larger targets.

Correct AnswerverifiedShow Answer

All of the following are considered steps in the marketing research process except :

Correct AnswerverifiedShow Answer

Test marketing is the process of testing products among potential users.

Correct AnswerverifiedShow Answer

During the early 1900s,businesses emphasized learning as much as possible about their customers and doing everything to satisfy them.

Correct AnswerverifiedShow Answer

Which of the following statements about the distinction between consumer goods and industrial goods is the most accurate?

Correct AnswerverifiedShow Answer

Choosing to open new locations for a business in cities with populations of under 50,000 is an example of geographic segmentation.

Correct AnswerverifiedShow Answer

A comparison of the marketing concept and customer relationship management indicates that customer relationship management:

Correct AnswerverifiedShow Answer

Rooney Community College has experienced declining enrolment for the past three years.Historically the college has relied on enrolment from newly graduated high school students.In order to identify other potential markets,Rooney Community College would benefit from:

Correct AnswerverifiedShow Answer

Promotion includes personal selling and word-of-mouth efforts to persuade people to buy a firm's goods or services.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Helen,a manager for Marshall Manufacturing,spends much of her time reviewing the global,technological,socio-cultural,competitive,and economic factors that can influence the success of her firm's marketing efforts.Helen's efforts indicate that she is involved with environmental scanning.

Correct AnswerverifiedShow Answer

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