Chapter 13 Quiz

A  B2B

B  super

C  consumer

D  target

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

B  much larger than the number in the consumer market.

C  relatively small compared to the consumer market.

D  controlled by government regulation.

A  Technical data

B  Secondary data

C  Pre-coded information

D  Primary data

A  narrowcasting.

B  focus group selection.

C  primary marketing.

D  target marketing.

A  production era.

B  marketing concept era.

C  selling era.

D  customer relationship era.

A  jumping on board with technological advances as they evolve.

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

C  participating in mass production.

D  shipping products to consumers faster than competitors.

A  develop as much information as possible from primary sources.

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

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

D  listen to customers and other stakeholders.

A  maintaining transactional relationships with customers

B  developing market share through mass media advertising

C  working with buyers to determine their individual needs

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

A  mass marketing

B  niche marketing

C  segment marketing

D  relationship marketing

A  developing an understanding of company finances available for new products

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

C  contacting suppliers after a purchase to ensure producer satisfaction

D  determining an appropriate brand name for a new product

A  goods the firm offers to different market segments.

B  advertising media the firm utilizes to promote its products.

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

D  people directly involved in making marketing decisions.

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  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.

C  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.

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

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

C  gaining access to an unpublished government report from the Federal Trade Commission (FTC)

D  conducting personal interviews with potential customers

A  the legal environment

B  cognitive dissonance

C  group behavior

D  culture

A  production

B  customer

C  profit

D  market

A  sequential data.

B  secondary data.

C  formative data.

D  primary data.

A  concept testing

B  prototype testing

C  competitive benchmarking

D  test marketing

A  test market the product among potential users.

B  locate a low-cost production site

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

D  seek a joint venture with a larger competitor.

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

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

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

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