Chapter 13 Quiz

A  consumer

B  super

C  target

D  B2B

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

B  relatively small compared to the consumer market.

C  much larger than the number in the consumer market.

D  controlled by government regulation.

A  Pre-coded information

B  Technical data

C  Secondary data

D  Primary data

A  target marketing.

B  narrowcasting.

C  focus group selection.

D  primary marketing.

A  marketing concept era.

B  customer relationship era.

C  selling era.

D  production 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  shipping products to consumers faster than competitors.

D  participating in mass production.

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  rely on their experience and personal opinions when making decisions.

C  develop as much information as possible from primary sources.

D  listen to customers and other stakeholders.

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

B  developing market share through mass media advertising

C  maintaining transactional relationships with customers

D  working with buyers to determine their individual needs

A  segment marketing

B  relationship marketing

C  niche marketing

D  mass marketing

A  developing an understanding of company finances available for new products

B  determining an appropriate brand name for a new product

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

D  contacting suppliers after a purchase to ensure producer satisfaction

A  people directly involved in making marketing decisions.

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

C  goods the firm offers to different market segments.

D  advertising media the firm utilizes to promote its products.

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 marketing by a nonprofit organization

B  an extension of the profit orientation to a nonprofit organization

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

D  a nonprofit application of the production era strategy

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

B  conducting personal interviews with potential customers

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

D  gaining access to an unpublished government report from the Federal Trade Commission (FTC)

A  group behavior

B  cognitive dissonance

C  culture

D  the legal environment

A  market

B  production

C  profit

D  customer

A  formative data.

B  primary data.

C  sequential data.

D  secondary data.

A  test marketing

B  concept testing

C  prototype testing

D  competitive benchmarking

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  seek a joint venture with a larger competitor.

D  test market the product among potential users.

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

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