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Exam 11: Building Customer Relationships Through Effective Marketing

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Question 31

Multiple Choice

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Buying behavior is divided into two categories including

A) discretionary and disposable.
B) personal and professional.
C) physical and virtual.
D) internal and external.
E) consumer and business.

F) B) and D)
G) A) and D)

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Question 32

Multiple Choice

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Which of the following is not a major marketing mix element?

A) price
B) distribution
C) promotion
D) packaging
E) product

F) B) and E)
G) A) and D)

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Question 33

Multiple Choice

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Furs Unlimited is using a combination of advertising and personal selling to increase the sales of its fur coats.This activity involves the ____ ingredient of the marketing mix.

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

The process of systematically gathering, recording, and analyzing data concerning a particular marketing problem is called _____.

What does it mean for a firm to have a strong production orientation? How does this differ from the marketing concept?

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

When KFC Corporation decides on brand names, package designs, sizes of orders, and flavors of sauces and recipes, it is controlling which element of marketing mix?

Dell Computer Corporation sells personal computers to colleges and universities, hospitals, civic clubs, charitable organizations, and foundations.This market is called a(n) ____ market.

When a company collects external marketing data, it looks at information about

Which of the following indicates a customer orientation?

Marketing research, like a marketing information system, involves a continuous process.

Your Best, Inc. Christie worked for a retail company and noticed there were many things which could be done.She shared some of her ideas with upper management, but it did not want to do things differently.When Christie went home to talk to her husband, they both realized that, given her passion, it would be better for Christie to open her own business.After a lot of consideration, she decided to open a sporting goods store called Your Best, Inc.She also knew just where to open the store-right next to her house. To be certain to address all aspects of the business, Christie hired a marketing research firm to determine the best location.Once all the research was compiled and analyzed, she realized that it would actually be better to open the store in a different area.She also realized that deciding where to locate the business was not the only major concern.More specifically, she would have to focus on the four elements of the marketing mix as well, creating a whole marketing plan.Her husband mentioned the possibility of using online information services to help with the business.With her husband's support and a good marketing plan, Christie felt that she would be prepared to make the right decisions. -Refer to Your Best, Inc.In preparing a marketing plan, Christie should ensure that all except which of the following components are included?

Stephen Murdock realizes that he needs a new car, so he has read through Consumer Reports and has visited selected dealerships to gather more information.According to the steps involved in a purchase decision, he is ready to

When Pepsi decides to develop a new product, it creates the product itself, determines the price the new product will sell for, decides how to distribute the product to consumers, and develops a promotion campaign to inform the market of the new product.Pepsi has created a(n) _____.

The AMA defines marketing as "The activity, set of institutions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

Consumers use different types of decision behaviors when buying different products.

Your Best, Inc. Christie worked for a retail company and noticed there were many things which could be done.She shared some of her ideas with upper management, but it did not want to do things differently.When Christie went home to talk to her husband, they both realized that, given her passion, it would be better for Christie to open her own business.After a lot of consideration, she decided to open a sporting goods store called Your Best, Inc.She also knew just where to open the store-right next to her house. To be certain to address all aspects of the business, Christie hired a marketing research firm to determine the best location.Once all the research was compiled and analyzed, she realized that it would actually be better to open the store in a different area.She also realized that deciding where to locate the business was not the only major concern.More specifically, she would have to focus on the four elements of the marketing mix as well, creating a whole marketing plan.Her husband mentioned the possibility of using online information services to help with the business.With her husband's support and a good marketing plan, Christie felt that she would be prepared to make the right decisions. -Refer to Your Best, Inc.If Christie were to use information services available online, they would offer her access to which of the following?

Due to a recession in the United States and abroad, ski resorts have suffered from a lack of guests during the peak season.These ski resorts have felt a direct impact from ____ forces.

A market is a group of individuals and/or organizations that have needs for products in a given category and have the ability, willingness, and ____ to purchase such products.