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Exam 13: Marketing: Helping Buyers Buy

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Question 61

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Explain how mass marketing and relationship marketing differ.

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Mass marketing means developing products...

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Question 62

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Marketing research needs to be an ongoing process at a firm since changes in the marketplace and among consumers is a continuous process.

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Question 63

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Concept testing involves placing a product in a place where consumers will buy it.

In an effort to increase customer loyalty, management at Pratt International has worked to create a personal dialogue with their customers. This dialogue will enable Pratt to offer products that exactly meet their customers' needs and provide personalized service before and after the sale. Pratt International's strategy illustrates:

Identify and discuss the four eras of the evolution of marketing.

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

Melanie is a sales representative for a college textbook publisher. She spends a great deal of time visiting college professors who have already adopted one of her books for use in her classes. She makes sure they have all the supplements to the book they need and are informed about when new editions will be available. Melanie's emphasis on keeping her existing customers satisfied is consistent with the philosophy of relationship marketing.

B2B marketers include manufacturers, retailers, hospitals, and the government.

Outstanding service after the sale was a primary focus of businesses during the selling era.

The first step in the marketing research process is to:

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

__________ consists of all the techniques sellers use to persuade consumers to buy their goods and services.

Social media is not having an effect on the emerging era of mobile/on-demand marketing.

Relationship marketing makes heavy use of media such as television, radio and newspapers, to convince large groups of customers to buy a standardized product.

__________ marketing involves developing a unique mix of goods and services for each individual customer.

When classifying a product as a consumer product or a B2B product, the primary factor to consider is the financial status of the buyer.

Which of the following tasks would be included in the marketing mix?

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

By employing a relationship marketing strategy, Jocelyn found success as an entrepreneur. The goal of this strategy is to:

In the evolution of marketing, the marketing concept era emphasized selling and advertising in an effort to persuade consumers to buy existing products.