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Exam 13: Marketing: Helping Buyers Buy

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Question 131

Multiple Choice

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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.

A) demographic
B) value
C) volume
D) psychographic

E) A) and C)
F) A) and B)

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Question 132

Multiple Choice

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The goal of __________ is to keep individual customers over time by offering them new products that exactly meet their requirements.

A) niche marketing
B) mass marketing
C) relationship marketing
D) segment marketing

E) All of the above
F) B) and C)

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Question 133

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The marketing concept has three parts: 1)a consumer orientation,2)a service orientation,and 3)an advertising orientation.

Which of the following describes a word,letter,or group of words or letters that differentiate the goods and services of a seller from those of competitors?

The set of values,attitudes,and ways of doing things that result from belonging to a certain ethnic,religious,or racial group is called that group's cognitive dissonance.

Marketing goods and services to the B2B market relies more heavily on advertising than marketing efforts aimed toward the consumer market.

Customer relationship management CRM)is the process of learning as much as possible about customers and doing everything you can to satisfy them.

A firm gathers ___________ data by conducting surveys,interviewing customers,or mailing out questionnaires.

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

Which of the following represents a technique used to obtain primary data?

Advertising,public relations and product management are some of the careers available to a marketing major.

Peggy,a fitness instructor at the local YMCA,has been invited by a magazine publisher to meet with nine other people to discuss a new concept for a health and fitness magazine.A member of the publisher's marketing staff will be at the meeting to guide the discussion and to record the participants' comments and suggestions.If Peggy accepts the invitation,she will be participating in a focus group.

The final step of the marketing research process involves selecting from several alternative strategies,and performing follow-up research to see if results were as expected.

A ________ marketing strategy develops products and promotions designed to please large groups of people.

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