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Exam 13: Marketing: Helping Buyers Buy

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Question 71

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

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Question 72

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Green-Living Lawncare Systems, Inc., has enjoyed great profits for 15 years. When new-product development made it feasible for underground sprinkling systems to be installed at a reasonable price, the business skyrocketed. Recently, through ________________ the owner of Green-Living learned about a grass seed that only needs to be watered two times each year. This innovation could have serious consequences on healthy revenues and profits. The owner is analyzing the _________ environment in order to remain knowledgeable about new trends that may affect his business.

A) environmental scanning; economic
B) environmental scanning; technological
C) continuous processing; economic
D) continuous processing; technological

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Question 73

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Which of the following correctly identifies the motivation of firms using a market segmentation strategy?

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:

Using advances in technology to maintain databases of customer information is more important for firms involved in mass marketing than it is for those firms using relationship marketing.

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.

There is much more emphasis on personal selling in the consumer markets than in the B2B markets.

Price is the determining factor as to whether a good is classified as a consumer product or a B2B product.

The business philosophy of "produce as much as you can because there is a limitless market" is consistent with which of the following marketing eras?

The last step in the marketing process often includes building a continuing relationship with customers.

In the marketing research process, marketers should examine all the implications of alternative solutions before making a recommendation.

The secondary data collected in the research process does not need to be carefully evaluated since it's always collected from reliable secondary sources.

Nature's Sun, a company that designs and manufactures clothing for active people, focuses their marketing efforts on people who participate in strenuous outdoor activities such as running and mountain climbing. For example, the firm advertises heavily in magazines for runners. Nature's Sun is using _________ factors to segment its market.

The two major types of markets in business are the consumer market and the government market.

A brand name is generally thought of as part of the product.

A test market refers to the people in a market that will be least likely to use the product or service the marketer is offering.

A firm that uses ___________ segmentation divides a market into groups based on life stage, race, or profession.

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

According to the _________ concept, a firm must (1) find out what customers want and provide it, (2) make sure everyone in the organization has customer satisfaction as an objective, and (3) provide goods and services that will earn a profit.

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