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Exam 9: Building a Guerrilla Marketing Plan

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Question 51

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Most dissatisfied customers complain about rude or discourteous service to the owner or manager.

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Question 52

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The increasing diversity of our population is creating a marketing "threat" to small businesses because they can't profitably serve small niches.

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Question 53

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The marketing approach that companies of all sizes strive to achieve is mass marketing.

The best way for a small business to ensure quality products is to use quality inspections.

Most marketing experts contend that the greatest marketing mistake small businesses make is defining their target market too specifically or clearly.

Technology has little impact on the quality of customer service a small company offers.

TCM focuses solely on reducing administrative time in product development.

Because of their organizational and managerial flexibility,small businesses often can detect and act on new opportunities faster than large companies.

The time span between stages in the product life cycle:

________ is the vehicle for gathering the information that serves as the foundation for the marketing plan.

Small businesses are able to maintain a leadership role in innovation by:

Market research answers what important question for the small business owner?

________ is a process in which computer software that uses statistical analysis,database technology,and artificial intelligence finds hidden patterns,trends,and connections in data so that business owners can make better marketing decisions and predictions about customer's behavior.

Sales and profits peak in the growth stage of the product life cycle.

Truly customer-oriented companies seek to go beyond customer satisfaction,striving for customer astonishment.

Which strategy allows a small company to maximize the advantages of its smallness and to compete effectively even in industries dominated by giants?

Satisfied customers exhibit at least one of three characteristics: loyalty,resistance to competition's attempts to lure them away with lower prices,and increased purchases.

Listening to customers and responding to what you hear from them is a highly effective way to achieve stellar customer service.

Relatively few consumer goods use the manufacturer-to-retailer-to-consumer distribution channel.

The marketing function cuts across the entire company,affecting every aspect of its operation.