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Exam 13: Marketing: Helping Buyers Buy

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Question 81

Multiple Choice

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Which of the following marketing eras refers to the time period from our country's first settlers through the early 1900s?

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

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Question 82

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Marketing focuses on the pricing and distribution of want-satisfying products, as well as determining the best way to promote the products to consumers.

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Question 83

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

Placing a product in a location where people will buy it is part of the marketing mix.

Firms adopting a relationship marketing strategy often establish a database of information about each customer.

As a marketing manager for a retailer of lighting products, Lucinda will likely be involved in which of the following?

Firms that adopt a relationship marketing strategy attempt to:

As part of her responsibilities as a marketing manager, Jan has completed a review of data her department has gathered through telephone interviews, mail surveys and focus groups. Jan is disappointed because the research results strongly suggest that a product idea she helped develop is unlikely to be popular with potential customers. Jan should:

Customer relationship management (CRM) is the process of learning as much as possible about customers and doing everything you can to satisfy them.

Contacting customers after a sale to reassure them that they made the right decision is intended to offset:

The first step in the marketing research process is to:

The marketing efforts at Rotary Enterprises place a great deal of emphasis on marketing goods that will earn the firm a profit. This focus on profit orientation shows that Rotary's has not yet adopted the marketing concept that emphasizes a customer orientation rather than a profit orientation.

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 firm that uses segmentation divides a market into groups based on age, income, or level of education.

The focus of the production era was on distribution and advertising.

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

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?

Marketing strategies used effectively in the business-to-business markets are exactly the same as strategies used by marketers in consumer markets.

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have a value for customers, clients, partners, and society at large.

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