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Exam 13: Marketing: Helping Buyers Buy

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Question 91

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Top management at Prinze Auto Sales has decided to replace their traditional marketing approach with an approach that emphasizes relationship marketing. Under this new approach, Prinze's salespeople will be expected to devote less time to current customers and a larger share of their time searching for new customers.

A) True
B) False

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Question 92

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It is the job of marketers today to persuade consumers to buy the goods and services those marketers have available to sell.

A) True
B) False

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Question 93

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One-to-one marketing is seldom used in B2B markets.

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

Which of the following strategies provides an example of the most current era whose principles today's businesses are embracing?

__________ consists of information that has already been researched by others and is published in journals or books, or has been made available online.

Which of the following refers to a marketing strategy in which the focus is on small but profitable market segments?

The most important component of the marketing mix is the actual design and production of the product.

A cup of yogurt is an example of a product that is always classified as a consumer good.

Marketing research helps determine what customers have purchased in the past, what situational changes have occurred to change consumer preferences, and what consumers are likely to want in the future.

Firms that have adopted _________ seek to do more than simply sell a product; they seek to learn as much as possible about their customers in order to satisfy them with goods and services over time.

The purpose of market segmentation is to identify the features of a product that will appeal to as many customers as possible.

________ 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.

Which of the following describes a word, letter, or group of words or letters that differentiate the goods and services of a seller from those of competitors?

Getting the product from the producer to the consumer is a production-related process and not related to the marketing mix.

Market segmentation is the process of dividing a market into several groups whose members have dissimilar characteristics.

Peggy, a fitness instructor at the local YMCA, has been invited by a publisher to meet with nine other people to discuss a new concept for a health and fitness magazine. A member of the publisher's marketing staff will be at the meeting to guide the discussion and to record the participants' comments and suggestions. If Peggy accepts the invitation, she will be participating in a focus group.

Which of the following describes a process in which marketers present an accurate description of a new product to potential customers and ask if they find the idea appealing?

Which of the following terms involves the analysis of markets to identify opportunities and challenges?

Click Computers has established a website where its customers can get the latest information about the company's products, offer suggestions about improving products and service, and contact technical support via e-mail. The company has even added a chat function that allows customers to communicate with representatives. Click's approach indicates that it is trying to utilize relationship marketing.