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Exam 13: Marketing: Helping Buyers Buy

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Question 31

True/False

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Consumer behavior is influenced by the attitudes, values, and ways of doing things that are passed from one generation to the next.

A) True
B) False

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Question 32

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Business-to-business markets tend to be:

A) dominated by marketing intermediaries.
B) geographically concentrated.
C) characterized by the presence of a large number of small buyers.
D) more emotional than consumer markets.

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

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Question 33

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

Mini-Case Callie is a successful executive who is also a fitness enthusiast. For years she worked out at Big Jim's Gym, the only gym in her small hometown. However, she felt that the environment at Big Jim's was too masculine, and discovered that her female friends agreed. They disliked the small, smelly locker room, and the limited selection of cardio equipment. Most of them eventually quit going to Big Jim's. Callie talked to Jim Nasium, the owner of Big Jim's, about things he could do to attract more women, but Jim had little interest in making any changes. "I've got all the business I can handle," he told Callie. "Why should I spend a bunch of money to redecorate and add extra equipment? Besides, lots of the guys who work out here tell me they like the simple, no-frills atmosphere." Frustrated by Jim's indifference to her ideas, Callie began looking into the possibility of starting a club to appeal to young, well-educated women. After visiting gyms in other towns and talking to several friends to get ideas, she came up with a detailed plan for her club. She then described her ideas to women in the community to see how much interest there was in this type of facility. The extremely positive response encouraged her to go ahead with her plans. It took a while, but she ultimately obtained the financial backing to go into business. Callie calls her new health club ShapeUP. It offers a spacious and attractive locker room, better cardio equipment, a child care area so young mothers can have someone watch their toddlers while they work out, and exercise classes designed to appeal to young women. When a woman joins her club, Callie schedules a free session with a personal trainer who works with the new member to design a personalized workout program. Callie tries hard to keep close to her customers, sending them a monthly newsletter that includes a survey asking what they like and don't like about ShapeUP. She wants to please her existing customers and keep them coming back. In fact, now that ShapeUP has a strong membership base, Callie believes it is more important to keep existing customers loyal than to attract new customers. In addition to the comments from her own customers, Callie also spends a lot of time tracking economic, social, and competitive trends in the gym industry, trying to identify factors that can affect the marketing success of her club. She subscribes to several journals that cover trends and report on research findings related to the business. She has found that these journals provide her with an inexpensive source of useful information. -The fact that ShapeUP is designed to appeal to women of a certain age, education and income level, means that Callie is using:

Which of the following would be considered part of a firm's marketing mix?

Setting prices higher than the competition can help create an image of quality.

Cognitive dissonance refers to the confusion and frustration people experience when they compare different products they rarely use before making a purchase.

Mass marketing means developing products and promotions using little segmentation.

In the production era the greatest marketing need was for distribution and storage.

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

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

Jeep recognizes that it has some customers who like roomy SUVs, while others like more compact versions. It also has customers who prefer off-road, sport-type vehicles. Jeep makes several models (such as Grand Cherokee, Liberty, Patriot, Compass, and Wrangler) to satisfy the different tastes and lifestyles of its customers. Grand Cherokee customers may want traditional SUV luxury, and seldom settle for anything other than leather interiors. Liberty customers might be described as sportier, and typically women. Wrangler customer characteristics may include a group that is seldom over 30 years of age, typically male, and have often served in the U.S. military. By recognizing differences in its customers, and using different characteristics to define its customers, Jeep is:

The tremendous demand for consumer goods and services after World War II helped launch the production era of marketing.

Sales representatives at the HomeWork Helper Appliances Store work hard to develop a close relationship with their customers and to provide satisfaction even after the sale. These efforts by HomeWork Helper's sales personnel are part of the marketing process.

Government publications, such as the Annual Survey of Manufacturers and Survey of Current Business, are reliable sources of detailed primary data.

In general, the broader the market a firm tries to serve, the better its chances of success.

Which of the following marketing eras refers to the time period from our country's first settlers through the early 1900s?

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

"Selling to everybody and listening to nobody" might be the result of a firm that uses a ________ marketing strategy.

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