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Exam 13: Marketing: Helping Buyers Buy

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Question 21

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Keith has been hired as a marketing manager for a textbook publishing company.His primary responsibilities are likely to be concerned with:

A) establishing inventory control methods.
B) making certain production schedules and product inspections are met.
C) planning and executing the conception,pricing,promotion and distribution of his firm's products.
D) preparing job descriptions and job specifications for sales representatives.

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Question 22

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Identifying a target market is one of the key steps of the marketing process.

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Question 23

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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. Although the marketing concept does emphasize a profit orientation,marketing functions must be performed by almost all organizations,including those that do not seek a profit.

A comparison of the marketing concept and customer relationship management indicates that customer relationship management:

In terms of the number and dollar volume of transactions,the B2B market is __________ the consumer market.

Marketing research helps determine what customers have purchased in the past,what situational changes have occurred to change consumer preferences,and what consumers are likely to want in the future.

The most dramatic global change likely to affect the marketing success of most firms is the:

Susan purchased an expensive new automobile four months ago after struggling to choose between a Kadillac and a Rolls Mobile.Even now,after purchasing the Rolls Mobile,she wonders if she made the right choice.Susan is experiencing:

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

Explain how mass marketing and relationship marketing differ.

For safety sake,an organization should produce as many products as possible since customers are not a good source of informing the organization what they want to buy. Customers are very important sources in telling the firm what to produce to meet their needs.

Holly is a sophomore in college considering a degree in marketing.She has asked several friends for advice and their comments are listed below.Which of these comments is the most accurate and likely to help Holly?

Intermediaries are firms in the middle of a series of organizations that distribute goods from producers to consumers.

According to the Reaching Beyond Our Borders box in Chapter 13,one secret to global success is a social marketing campaign that uses online chats and blogging to stay close to consumers during all hours of the day.

"Selling to everybody and listening to nobody" might be the result of a firm that uses a ________ marketing strategy.

Top management at Prinze Auto Sales has decided to replace their traditional marketing approach with an approach that emphasizes relationship marketing.Under this new approach,Prinze's salespeople will be expected to devote less time to current customers and a larger share of their time searching for new customers. The goal of relationship marketing is to keep individual customers over time by offering them new products that exactly meet their requirements,so the salespeople at Prinze would be encouraged to spend more time contacting existing customers and satisfying their wants.

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.

Selecting which groups an organization can serve profitably is called target marketing.

Which of the following is most consistent with a relationship marketing strategy?

As the campaign manager for a candidate for the U.S.Senate,Pete works to learn as much as possible about potential voters.With this information,he hopes to focus the campaign on the issues most important to voters.This represents: