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Exam 13: Marketing: Helping Buyers Buy

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Question 71

True/False

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Selecting which groups an organization can serve profitably is called target marketing.

A) True
B) False

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Question 72

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Malcolm works as the campaign manager for a candidate for the U.S. Senate. He needs to learn as much as possible about the candidate's potential voters. With the information he digs up, he hopes to focus the campaign on the issues most important to voters. What does this best represent?

A) the use of marketing by a nonprofit organization
B) a nonprofit application of the production era strategy
C) the use of public service advertising to sell a political candidate
D) an extension of the profit orientation to a nonprofit organization

E) None of the above
F) All of the above

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Question 73

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One of the social trends that marketers must monitor to maintain their close relationship with customers is the

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

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

Consumer decisions regarding the products they buy are often influenced by their nationality, religion, or ethnic origin. Marketers realize that the consumer decision-making process is impacted by the consumers'

Marketing research is a process that most firms complete once a year, in order to gather information for the firm's budgeting process.

In B2B markets, sellers rely on wholesalers and retailers to efficiently distribute their products.

Which of the following correctly identifies why companies would use a market segmentation strategy?

In the evolution of marketing, the production era assumed an unlimited market.

Getting the product from the producer to the consumer is a production-related process and not related to the marketing mix.

Marketers are concerned with selling goods and services, and therefore are not involved in designing the products their firm will sell.

In terms of the number and dollar volume of transactions, the B2B market is ________ the consumer market.

The four elements of the marketing mix are product, production, price, and predictability.

Relationship marketing moves away from mass production and toward custom-made goods and services.

There is much more emphasis on personal selling in the consumer markets than in the B2B markets.

Several years ago, Canadian Sam Holman realized there may be a need for a stronger, more durable wood baseball bat. He went through the process of developing the SamBat, a maple bat of precise dimensions. He set a price with a reasonable margin, he decided to take special orders and sell bats directly from his garage, and he promoted the bat with sales calls to professional baseball camps, where ball players could sample the bat. In marketing terms, we recognize that Mr. Holman designed the

Compared to consumer markets, B2B markets

Which of the following describes individuals that want goods and services for personal consumption and have the resources to buy them?

Designing a want-satisfying product is part of the marketing mix.