Chapter 13 Quiz

A  target

B  consumer

C  B2B

D  super

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  Secondary data

B  Pre-coded information

C  Primary data

D  Technical data

A  target marketing.

B  primary marketing.

C  narrowcasting.

D  focus group selection.

A  selling era.

B  production era.

C  marketing concept era.

D  customer relationship era.

A  participating in mass production.

B  jumping on board with technological advances as they evolve.

C  shipping products to consumers faster than competitors.

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  rely on their experience and personal opinions when making decisions.

D  develop as much information as possible from primary sources.

A  working with buyers to determine their individual needs

B  maintaining transactional relationships with customers

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

D  developing market share through mass media advertising

A  segment marketing

B  niche marketing

C  mass marketing

D  relationship marketing

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

B  developing an understanding of company finances available for new products

C  contacting suppliers after a purchase to ensure producer satisfaction

D  determining an appropriate brand name for a new product

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  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.

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

C  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.

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  a nonprofit application of the production era strategy

B  the use of marketing by a nonprofit organization

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

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  conducting personal interviews with potential customers

C  gaining access to an unpublished government report from the Federal Trade Commission (FTC)

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

A  culture

B  the legal environment

C  group behavior

D  cognitive dissonance

A  market

B  customer

C  profit

D  production

A  sequential data.

B  primary data.

C  secondary data.

D  formative data.

A  concept testing

B  prototype testing

C  competitive benchmarking

D  test marketing

A  test market the product among potential users.

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  locate a low-cost production site

A  maximize their market share by designing products that appeal to large numbers of 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  develop products that meet the specific requirements of individual customers.