Question 1

Emerson, an electronics manufacturer, purchases the wires it needs to make televisions and stereos from various wire manufacturers. Emerson is a part of which type of market?

Accepted Answer

A)  Institutional
B)  Governmental
C)  Consumer
D)  Producer
E)  ResellerF) A) and B)
G) C) and E)

Question 2

The use of databases, electronic bulletin boards, online information services, and the Internet can assist marketers in

Accepted Answer

A)  tracing buying behavior of customers.
B)  determining where their product is in the product life cycle.
C)  creating brand loyalty with their customers.
D)  comparing their product with other products.
E)  deciding when to implement a particular pricing strategy.F) A) and B)
G) A) and C)

Question 3

Which of the following is least likely to be a factor in developing a sales forecast?

Accepted Answer

A)  Geographic area in which the product is sold
B)  Last year's sales
C)  Entire product line
D)  Number of salespeople employed by the firm's major competitors
E)  Expected level of marketing effortF) A) and D)
G) A) and E)

Question 4

Influences on the external marketing environment that stem from actions of elected and appointed officials are called ____ forces.

Accepted Answer

A)  government regulatory
B)  legal
C)  external cultural
D)  social
E)  politicalF) D) and E)
G) C) and E)

Question 5

Lisa is a high school student. All of her friends buy their jeans from Express, so she decides to buy Express jeans even though Levi's fit her better. Lisa's purchasing decision is most influenced by ____ factors.

Accepted Answer

A)  psychological
B)  situational
C)  demographic
D)  personality
E)  socialF) C) and D)
G) A) and B)

Question 6

A Corvette, a dinner at the Olive Garden, and an overnight stay at a Hilton Hotel all satisfy human needs. Therefore, each

Accepted Answer

A)  is a service.
B)  is a convenience product.
C)  possesses utility.
D)  is unique.
E)  is created for an unsegmented market.F) None of the above
G) D) and E)

Question 7

Your firm would like to implement the marketing concept. What information will you need? Since the acquisition of information costs money, justify your need for this information.

Accepted Answer

Your firm must obtain information about ...

Question 8

Fern Motors is offering a rebate on cars purchased this month. This activity involves the ____ ingredient of the marketing mix.

Accepted Answer

A)  distribution
B)  promotion
C)  pricing
D)  timing
E)  productF) None of the above
G) A) and B)

Question 9

Car manufacturers tend to use the ____ approach in choosing their target market.

Accepted Answer

A)  product differentiation
B)  undifferentiated
C)  differentiated
D)  target market
E)  marketing-mixF) A) and C)
G) A) and E)

Question 10

After reviewing a report showing that one of the company's competitors recently increased its market share by 10 percent, the president called a meeting and asked the marketers, "Is there anything we can do about this?" The marketers responded, "We can modify our marketing mix, but we cannot

Accepted Answer

A)  introduce new products for our market."
B)  lower our prices."
C)  sell door to door."
D)  control the marketing strategies of our competitors."
E)  create better ads."F) B) and E)
G) A) and E)

Question 11

A marketing strategy consists of the selection and analysis of a target market and

Accepted Answer

A)  the examination of potential market regions.
B)  the determination of product features and benefits to meet the customers' needs.
C)  decisions about how to distribute the product and at what price.
D)  decisions about how and where to advertise and promote the product.
E)  the creation and maintenance of an appropriate marketing mix.F) C) and D)
G) C) and E)

Question 12

Sue Wallace is getting married on Saturday. She purchases flowers for the church ceremony early Saturday morning from a local flower shop. Which of the following types of utility is not created by this activity?

Accepted Answer

A)  Form
B)  Place
C)  Time
D)  Possession
E)  OwnershipF) A) and B)
G) B) and E)

Question 13

A group of persons for whom a firm develops and maintains a marketing mix suitable for the group's specific needs and preferences is commonly referred to as a target

Accepted Answer

A)  unit.
B)  segment.
C)  market.
D)  source.
E)  demand.F) A) and B)
G) A) and C)

Question 14

What are the major steps in the consumer buying decision process? Describe the factors that are believed to affect this process.

Accepted Answer

Consumers go through recognizing the pro...

Question 15

The utility created by making a product available when customers wish to purchase it is called ____ utility.

Accepted Answer

A)  form
B)  time
C)  production
D)  place
E)  possessionF) B) and E)
G) A) and B)

Question 16

When John returned a shirt he had purchased at JCPenney for a refund, he essentially reversed the effect of which type of utility?

Accepted Answer

A)  Form
B)  Possession
C)  Time
D)  Transfer
E)  PlaceF) A) and B)
G) B) and E)

Question 17

During the 1950s, the marketing concept began to develop as business managers recognized that they were not primarily producers or sellers but rather were in the business of

Accepted Answer

A)  satisfying customers' needs.
B)  researching new technologies.
C)  developing human resources.
D)  developing corporate cultures.
E)  creating positive public relations.F) C) and D)
G) B) and E)

Question 18

The income an individual receives from all sources less the Social Security taxes that the individual must pay is called personal income.

Accepted Answer

A) True 
 B)False

Question 19

A consumer usually will go through all of the steps of the consumer buying decision process for every purchase.

Accepted Answer

A) True 
 B)False

Question 20

To implement the marketing concept, a firm must first

Accepted Answer

A)  mobilize its marketing resources.
B)  promote the product.
C)  obtain information about its customers' needs.
D)  develop the product.
E)  determine if customers want the firm to practice the marketing concept.F) B) and E)
G) None of the above

Exam 11: Building Customer Relationships Through Effective Marketing

Lisa is a high school student. All of her friends buy their jeans from Express, so she decides to buy Express jeans even though Levi's fit her better. Lisa's purchasing decision is most influenced by ____ factors.

Correct AnswerverifiedShow Answer

Which of the following is least likely to be a factor in developing a sales forecast?

Correct AnswerverifiedShow Answer

Fern Motors is offering a rebate on cars purchased this month. This activity involves the ____ ingredient of the marketing mix.

Correct AnswerverifiedShow Answer

The use of databases, electronic bulletin boards, online information services, and the Internet can assist marketers in

Correct AnswerverifiedShow Answer

The utility created by making a product available when customers wish to purchase it is called ____ utility.

Correct AnswerverifiedShow Answer

Sue Wallace is getting married on Saturday. She purchases flowers for the church ceremony early Saturday morning from a local flower shop. Which of the following types of utility is not created by this activity?

Correct AnswerverifiedShow Answer

Influences on the external marketing environment that stem from actions of elected and appointed officials are called ____ forces.

Correct AnswerverifiedShow Answer

When John returned a shirt he had purchased at JCPenney for a refund, he essentially reversed the effect of which type of utility?

Correct AnswerverifiedShow Answer

A Corvette, a dinner at the Olive Garden, and an overnight stay at a Hilton Hotel all satisfy human needs. Therefore, each

Correct AnswerverifiedShow Answer

Car manufacturers tend to use the ____ approach in choosing their target market.

Correct AnswerverifiedShow Answer

After reviewing a report showing that one of the company's competitors recently increased its market share by 10 percent, the president called a meeting and asked the marketers, "Is there anything we can do about this?" The marketers responded, "We can modify our marketing mix, but we cannot

Correct AnswerverifiedShow Answer

A group of persons for whom a firm develops and maintains a marketing mix suitable for the group's specific needs and preferences is commonly referred to as a target

Correct AnswerverifiedShow Answer

Emerson, an electronics manufacturer, purchases the wires it needs to make televisions and stereos from various wire manufacturers. Emerson is a part of which type of market?

Correct AnswerverifiedShow Answer

What are the major steps in the consumer buying decision process? Describe the factors that are believed to affect this process.

Correct AnswerverifiedConsumers go through recognizing the pro...View AnswerShow Answer

During the 1950s, the marketing concept began to develop as business managers recognized that they were not primarily producers or sellers but rather were in the business of

Correct AnswerverifiedShow Answer

Your firm would like to implement the marketing concept. What information will you need? Since the acquisition of information costs money, justify your need for this information.

Correct AnswerverifiedYour firm must obtain information about ...View AnswerShow Answer

A consumer usually will go through all of the steps of the consumer buying decision process for every purchase.

Correct AnswerverifiedShow Answer

The income an individual receives from all sources less the Social Security taxes that the individual must pay is called personal income.

Correct AnswerverifiedShow Answer

To implement the marketing concept, a firm must first

Correct AnswerverifiedShow Answer

A marketing strategy consists of the selection and analysis of a target market and

Correct AnswerverifiedShow Answer

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Consumers go through recognizing the pro...
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Your firm must obtain information about ...
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