Chapter 13 Quiz

A  target

B  super

C  consumer

D  B2B

A  relatively small compared to the consumer market.

B  controlled by government regulation.

C  much larger than the number in the consumer market.

D  roughly the same as the number of buyers in the consumer market.

A  Primary data

B  Pre-coded information

C  Secondary data

D  Technical data

A  primary marketing.

B  focus group selection.

C  narrowcasting.

D  target marketing.

A  customer relationship era.

B  production era.

C  selling era.

D  marketing concept era.

A  shipping products to consumers faster than competitors.

B  participating in mass production.

C  jumping on board with technological advances as they evolve.

D  opening online stores to accompany the already established brick-and-mortar shops.

A  focus their efforts on determining historical needs of customers, since the core value of marketing is that the customer needs don’t change.

B  listen to customers and other stakeholders.

C  develop as much information as possible from primary sources.

D  rely on their experience and personal opinions when making decisions.

A  focusing more on obtaining new customers than on retaining existing customers

B  maintaining transactional relationships with customers

C  working with buyers to determine their individual needs

D  developing market share through mass media advertising

A  mass marketing

B  niche marketing

C  relationship marketing

D  segment marketing

A  determining an appropriate brand name for a new product

B  contacting suppliers after a purchase to ensure producer satisfaction

C  designing the most efficient method of production of a new product

D  developing an understanding of company finances available for new products

A  advertising media the firm utilizes to promote its products.

B  people directly involved in making marketing decisions.

C  goods the firm offers to different market segments.

D  strategies regarding product, price, place, and promotion.

A  A food company has designed a special line of easy-to-prepare microwavable meals that are low fat and high in fiber to attract people interested in the health benefits of the foods they eat.

B  An entertainment company divides its market according to the attitudes and interests of its customers, marketing some films to people who enjoy action movies and targeting other movies to people who prefer romantic comedies.

C  A recreational equipment company divides its market into groups by region of the country, designing different products for people in different parts of the country.

D  A car manufacturer offers different types of cars designed to appeal to different age groups and income levels.

A  the use of public service advertising to sell a political candidate

B  the use of marketing by a nonprofit organization

C  a nonprofit application of the production era strategy

D  an extension of the profit orientation to a nonprofit organization

A  gaining access to an unpublished government report from the Federal Trade Commission (FTC)

B  reviewing the best-selling trade books and textbooks that present marketing principles

C  establishing a database to store and cross-index articles from leading academics and researchers

D  conducting personal interviews with potential customers

A  group behavior

B  cognitive dissonance

C  culture

D  the legal environment

A  production

B  market

C  customer

D  profit

A  primary data.

B  formative data.

C  secondary data.

D  sequential data.

A  concept testing

B  competitive benchmarking

C  prototype testing

D  test marketing

A  test market the product among potential users.

B  locate a low-cost production site

C  seek a joint venture with a larger competitor.

D  develop an advertising campaign to persuade consumers of the value of the new water purifier system.

A  maximize their market share by designing products that appeal to large numbers of customers.

B  develop products that meet the specific requirements of individual customers.

C  maximize market share by controlling production costs and maintaining low prices.

D  develop their promotional efforts utilizing mass media such as television, newspapers, and radio in order to relate to a large audience.