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Exam 14: Marketing: Building Customer and Stakeholder Relationships

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Question 51

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Keith has been hired as a marketing manager for a textbook publishing company.His primary responsibilities most likely include:

A) establishing inventory control methods.
B) ensuring production schedules are met.
C) pricing and promotion his firm's products.
D) preparing job descriptions and job specifications for the firm's executives.

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Question 52

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

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Question 53

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During the selling era,businesses turned from an emphasis on production to an emphasis on selling.

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

Peggy,a fitness instructor at the local YMCA,has been invited by a magazine publisher to meet with nine other people to discuss a new concept for 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.

Tasteequik Food markets one line of food products to consumers looking for meals that are very simple and quick to prepare.Tasteequik also offers another line of food targeted to people interested in low fat,high nutritional foods.Tasteequik's strategy of dividing the market into groups with similar characteristics is an example of:

Social media marketing has two distinct dimensions.What are they?

Sales representatives at the HomeWork Helper Appliances Store work hard to develop a close relationship with their customers and to provide satisfaction even after the sale.These efforts by HomeWork Helper's sales personnel are part of the marketing process.

Setting prices higher than the competition can help create an image of quality.

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

The factor that determines whether a product is classified as a consumer product or an industrial product is:

Relationship marketing depends on understanding consumers and responding quickly to their wants and needs.

The first step in the marketing research process is to:

Although marketers are concerned with selling goods and services,they are not involved in designing the products their firm will sell.

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.

Give some examples of business-to-business (B2B)goods and services.

Marketers should rely exclusively on primary data whenever it is available because it is much more accurate than secondary data.

Which of the following describes individuals that want goods and services for personal consumption and have the resources to buy them?

During the ________ era,the prevalent business philosophy turned from an emphasis on production to an emphasis on advertising and selling.

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: