Chapter 13 Quiz

A  B2B

B  target

C  consumer

D  super

A  much larger than the number in the consumer market.

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

C  relatively small compared to the consumer market.

D  controlled by government regulation.

A  Technical data

B  Primary data

C  Pre-coded information

D  Secondary data

A  focus group selection.

B  target marketing.

C  primary marketing.

D  narrowcasting.

A  marketing concept era.

B  selling era.

C  production era.

D  customer relationship era.

A  participating in mass production.

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

C  jumping on board with technological advances as they evolve.

D  shipping products to consumers faster than competitors.

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

B  develop as much information as possible from primary sources.

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

D  listen to customers and other stakeholders.

A  developing market share through mass media advertising

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

C  working with buyers to determine their individual needs

D  maintaining transactional relationships with customers

A  niche marketing

B  mass marketing

C  segment marketing

D  relationship marketing

A  contacting suppliers after a purchase to ensure producer satisfaction

B  developing an understanding of company finances available for new products

C  determining an appropriate brand name for a new product

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

A  goods the firm offers to different market segments.

B  people directly involved in making marketing decisions.

C  advertising media the firm utilizes to promote its products.

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

D  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.

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

B  an extension of the profit orientation to a nonprofit organization

C  a nonprofit application of the production era strategy

D  the use of marketing by a nonprofit organization

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

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

C  conducting personal interviews with potential customers

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

A  the legal environment

B  culture

C  group behavior

D  cognitive dissonance

A  customer

B  market

C  production

D  profit

A  primary data.

B  formative data.

C  sequential data.

D  secondary data.

A  competitive benchmarking

B  test marketing

C  concept testing

D  prototype testing

A  locate a low-cost production site

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

C  test market the product among potential users.

D  seek a joint venture with a larger competitor.

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

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

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

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