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Exam 14: Marketing: Building Customer and Stakeholder Relationships

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Question 81

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Business-to-business markets have relatively few potential customers and are geographically concentrated.

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Question 82

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Firms that adopt a relationship marketing strategy attempt to:

A) develop products that meet the requirements of individual customers.
B) maximize their market share by designing products that appeal to large numbers of customers.
C) develop their promotional efforts utilizing mass media such as television,newspapers and radio in order to reach a large audience.
D) maximize market share by controlling production costs and maintaining low prices.

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Question 83

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Eavesdrop Communications just finished a telephone survey of several of their current customers.They plan to conduct in-depth personal interviews with about twenty additional customers.Both the telephone survey and the interviews are sources of primary data for Eavesdrop.

Which of the following describes the time period immediately after the development of mass production assembly lines?

Describe the steps involved in the marketing process.

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 is a one-time activity,performed when a business is first established.Once a firm has fine-tuned its marketing activities,it can turn its attention elsewhere.

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

A firm that uses ________ segmentation divides a market into groups based on values,attitudes,and interests.

A cash register is likely a B2B product.

Secondary data consists of already-published results available from journals,trade associations,the government and other sources.

Which of the following represents an example of demographic segmentation?

Primary data is generally less expensive to obtain than secondary data.

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

After World War II,the tremendous demand for goods and services among the returning veterans allowed businesses to sell whatever they produced without having to worry about what the competition was doing.

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

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

Which of the following would be considered part of a firm's marketing mix?

Martinez is a marketing manager for Friendly Financial Services.He has been looking at a variety of factors,such as technological,socio-cultural and economic trends as well as competitive conditions.Martinez is confident that these factors will impact Friendly's future marketing success.His efforts are an example of:

The activities of marketers depend on what needs to be done to satisfy consumers.