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Exam 13: Marketing: Helping Buyers Buy

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Question 121

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The marketing concept was used heavily by business when it was first suggested in the 1950s.

A) True
B) False

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Question 122

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In an effort to increase profits,Yen Ching Chinese restaurant is attempting to appeal to a specific segment of the market by offering an all-you-can-eat buffet.These efforts,designed to identify specific groups that can be profitably served,represent an example of:

A) target marketing.
B) a reference group strategy.
C) benefit segmentation.
D) B2B marketing.

E) None of the above
F) A) and B)

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Question 123

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During the selling era,businesses turned from an emphasis on production to an emphasis on selling.

Placing a product in a location where people will buy it is part of the marketing mix.

The first step in the marketing research process is to:

With help from the marketing department,engineers at Easy Electronics have designed a new type of cable modem that is easier to install in computers and more reliable than any cable modems currently in use.The marketing managers want to find a way to identify the new modem in the minds of consumers and differentiate it from less sophisticated products made by Easy's competitors.An important part of this effort is likely to be the selection of a __________ for the new modem.

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?

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

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

Successful marketers adjust their product offerings as the level of economic activity changes.

Because consumers differ in age,educational level,income,and tastes,firms will be more likely to succeed if they target a segment of a market and develop goods and services specially tailored to that group.

The marketing process includes decisions about the best way to get the product to the consumer.

The marketing concept emphasizes that everyone from the president of the firm to the delivery people should be customer oriented.

Psychographic segmentation involves dividing a market into segments based on lifestyle,values,attitudes,or interests.

The first step in the marketing research process is to collect relevant dat A.

The marketing manager's job is to design a program that effectively combines the ingredients of the marketing mix.

Describe the steps involved in the marketing process.

When Callie developed a detailed description of her ideas for a health club and asked for feedback from women about the proposal,she was engaging in:

A focus group consists of a small group of people who meet,under the direction of a discussion leader,to communicate their opinions about an organization,its products,or other issues.

Products such as computers,telecommunications equipment,PDAs,and other manufactured or mass produced items are always classified as B2B products.