Question 1

Pricing strategy decisions include package design, brand names, trademarks, and product image.

Accepted Answer

A) True 
 B)False

Question 2

_____ refers to the actions of consumers directly involved in obtaining, consuming, and disposing of products and the decision processes that precede and follow these actions.

Accepted Answer

A)   Buyer behavior
B)   Consumer behavior
C)   Marketing management
D)   Consumer-goods manufacturing processE) B) and C)
F) A) and D) B

Question 3

Local officials in a mid-size town used _____ marketing to convince major businesses to move to their area, including advertisements that emphasized low tax rates and accessible transportation.

Accepted Answer

A)   place
B)   event
C)   organization
D)   causeE) All of the above
F) C) and D)

Question 4

MATCHING
Complete the following using the terms listed.
-A campaign to promote a political candidate is an example of _____.

Accepted Answer

A)  secondary data
B)  affinity program
C)  Market segmentation
D)  demographic
E)  target marketF) End-use segmentationG) marketing mixH) data miningI) Consumer behaviorJ) Ownership utilityK) Exchange processL) B2BM) person marketingN) Mass customizationO) frequency marketingP) ComarketingQ) cobrandingR) P) and Q)
S) E) and K)

Question 5

The production era stressed efficiency in producing quality products.

Accepted Answer

A) True 
 B)False  True

Question 6

Personal determinants in the buying decision include all of the following EXCEPT ________.

Accepted Answer

A)   needs and motives
B)   perceptions
C)   learning and self-concept
D)   cultural experiencesE) A) and C)
F) B) and D)

Question 7

Building long-term relationships with a few suppliers can actually lower production costs.

Accepted Answer

A) True 
 B)False

Question 8

Customers, suppliers, and employees alike benefit from relationship marketing.

Accepted Answer

A) True 
 B)False

Question 9

MATCHING
Complete the following using the terms listed.
-_____ attempts to isolate the traits that distinguish a certain group of customers from the overall market.

Accepted Answer

A)  secondary data
B)  affinity program
C)  Market segmentation
D)  demographic
E)  target marketF) End-use segmentationG) marketing mixH) data miningI) Consumer behaviorJ) Ownership utilityK) Exchange processL) B2BM) person marketingN) Mass customizationO) frequency marketingP) ComarketingQ) cobrandingR) M) and Q)
S) B) and M)

Question 10

The first step in the consumer behavior process is the recognition of a problem or opportunity.

Accepted Answer

A) True 
 B)False  True

Question 11

The marketing strategy that focuses on the precise way a B2B purchaser will use a product is known as ______.

Accepted Answer

A)   product-related segmentation
B)   geographical segmentation
C)   end-use segmentation
D)   demographic segmentationE) B) and D)
F) All of the above

Question 12

Mona designs the packages and chooses the brand names for goods produced by her firm. Mona is involved in which element of the marketing mix?

Accepted Answer

A)   Promotion strategy
B)   Distribution strategy
C)   Product strategy
D)   Pricing strategyE) None of the above
F) A) and D)

Question 13

Which of the following is the first step in developing a marketing strategy?

Accepted Answer

A)   Identify a target market
B)   Develop the right product
C)   Decide how to promote the product
D)   Implement the appropriate distribution systemE) B) and C)
F) A) and D)

Question 14

Marketing is rarely useful as an education tool.

Accepted Answer

A) True 
 B)False

Question 15

Marketing segmentation is the group of potential customers toward whom an organization directs its marketing efforts.

Accepted Answer

A) True 
 B)False

Question 16

Attitudes and opinions are psychographic characteristics.

Accepted Answer

A) True 
 B)False

Question 17

Income is perhaps the most volatile factor in demographic segmentation in the United States.

Accepted Answer

A) True 
 B)False

Question 18

Describe some of the ways businesses are using relationship marketing to achieve corporate goals.

Accepted Answer

One of the ways in which businesses are ...

Question 19

MATCHING
Complete the following using the terms listed.
-_____ includes the actions and decision making processes of buyers.

Accepted Answer

A)  secondary data
B)  affinity program
C)  Market segmentation
D)  demographic
E)  target marketF) End-use segmentationG) marketing mixH) data miningI) Consumer behaviorJ) Ownership utilityK) Exchange processL) B2BM) person marketingN) Mass customizationO) frequency marketingP) ComarketingQ) cobrandingR) A) and D)
S) C) and H)

Question 20

Define consumer products and business products and provide an example of how a product could be classified as both.

Accepted Answer

Consumer products-often known as busines...

Exam 11: Customer-Driven Marketing

Pricing strategy decisions include package design, brand names, trademarks, and product image.

Correct AnswerverifiedShow Answer

_____ refers to the actions of consumers directly involved in obtaining, consuming, and disposing of products and the decision processes that precede and follow these actions.

Correct AnswerverifiedB

Local officials in a mid-size town used _____ marketing to convince major businesses to move to their area, including advertisements that emphasized low tax rates and accessible transportation.

Correct AnswerverifiedShow Answer

MATCHING Complete the following using the terms listed. -A campaign to promote a political candidate is an example of _____.

Correct AnswerverifiedShow Answer

The production era stressed efficiency in producing quality products.

Correct AnswerverifiedTrue

Personal determinants in the buying decision include all of the following EXCEPT ________.

Correct AnswerverifiedShow Answer

Building long-term relationships with a few suppliers can actually lower production costs.

Correct AnswerverifiedShow Answer

Customers, suppliers, and employees alike benefit from relationship marketing.

Correct AnswerverifiedShow Answer

MATCHING Complete the following using the terms listed. -_____ attempts to isolate the traits that distinguish a certain group of customers from the overall market.

Correct AnswerverifiedShow Answer

The first step in the consumer behavior process is the recognition of a problem or opportunity.

Correct AnswerverifiedTrue

The marketing strategy that focuses on the precise way a B2B purchaser will use a product is known as ______.

Correct AnswerverifiedShow Answer

Mona designs the packages and chooses the brand names for goods produced by her firm. Mona is involved in which element of the marketing mix?

Correct AnswerverifiedShow Answer

Which of the following is the first step in developing a marketing strategy?

Correct AnswerverifiedShow Answer

Marketing is rarely useful as an education tool.

Correct AnswerverifiedShow Answer

Marketing segmentation is the group of potential customers toward whom an organization directs its marketing efforts.

Correct AnswerverifiedShow Answer

Attitudes and opinions are psychographic characteristics.

Correct AnswerverifiedShow Answer

Income is perhaps the most volatile factor in demographic segmentation in the United States.

Correct AnswerverifiedShow Answer

Describe some of the ways businesses are using relationship marketing to achieve corporate goals.

Correct AnswerverifiedOne of the ways in which businesses are ...View AnswerShow Answer

MATCHING Complete the following using the terms listed. -_____ includes the actions and decision making processes of buyers.

Correct AnswerverifiedShow Answer

Define consumer products and business products and provide an example of how a product could be classified as both.

Correct AnswerverifiedConsumer products-often known as busines...View AnswerShow Answer

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One of the ways in which businesses are ...
View Answer

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Consumer products-often known as busines...
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