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Exam 14: Marketing: Helping Buyers Buy

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Question 61

True/False

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The five eras of the evolution of marketing are (1)production, (2)selling, (3)advertising, (4)marketing,and (5)stakeholder relationships.

A) True
B) False

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Question 62

Multiple Choice

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

A) The development of a web site that seeks customer feedback.
B) Designing a promotional campaign to increase cooperation among the firm's suppliers.
C) The creation of a national advertising campaign using radio and television to increase market share.
D) Distributing goods through limited service discount stores.

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

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Question 63

Multiple Choice

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The important marketing needs were for distribution and storage during which era?

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

The first step in the marketing research process is to:

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

In an effort to increase customer loyalty,management at Phat International has worked to create a personal dialogue with their customers.This dialogue will enable Phat to offer products that exactly meet their customers' needs and provide personalized service before and after the sale.Phat International's new strategy illustrates:

A consumer's decision-making process is influenced by their_______ ,consisting of those people who help shape the consumer's beliefs,attitudes,values or behaviour.

The business philosophy of "produce as much as you can because there is a limitless market" is consistent with which of the following?

Travel agencies demonstrate a one-to-one marketing strategy when they develop unique vacation packages for individual customers.

consists of information that has already been researched by others and published in journals or books,or has been made available online.

The _______market consists of individuals and organizations that want goods and services to produce other goods and services or to sell,rent,or supply those goods to others.

A job in public relations is considered to be in the marketing field.

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 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.

Firms that have adopted_______ seek to do more than simply sell a product;they seek to learn as much as possible about their customers in order to satisfy and even delight them with goods and services over time.

Which of the following tasks would be included in the marketing mix?

While the four Ps help us remember the basics of the_______ ,they don't include everything that goes into the marketing process.

After years of selling in the consumer market,Dave accepted a job as a salesperson for a firm that markets its products in the B2B market.As he considers his new responsibilities,it's likely that he will:

The last step in the marketing process often includes building a continuing relationship with customers.

marketers include manufacturers,intermediaries,institutions,and the government.