question

______ Data mining is a way for a company to avoid maintaining costly data warehouses. True False

answer

False

question

______ Frequency marketing appeals to organizations or causes that consumers feel are important. True False

answer

False

question

______ The marketing concept has little application in not-for-profit organizations. True False

answer

False

question

______ The marketing concept requires organizations to take a customer orientation in all the organization's activities to achieve long-term success. True False

answer

True

question

Marketing is rarely useful as an education tool. True False

answer

False

question

In the exchange process, as long as one party offers something of value, perceived needs are met False True

answer

False

question

Marketing creates people, time, place, and ownership utility. False True

answer

False

question

An outdoor store sells rafting and camping permits for a close-by national park. The store is creating place utility. True False

answer

True

question

The production era stressed efficiency in producing quality products. True False

answer

True

question

It is illegal for not-for-profit organizations to partner with profit companies since not-for-profits may not earn a profit. False True

answer

False

question

The city of Chicago might use cause marketing for its "Come spend a day shopping on the magnificent mile" campaign. False True

answer

False

question

Products such as computers fall into the category of either consumer or business, but never in both categories since they are end-user products. True False

answer

True

question

Marketing segmentation is the group of potential customers toward whom an organization directs its marketing efforts. True False

answer

False

question

Pricing strategy decisions include package design, brand names, trademarks, and product image. False True

answer

False

question

One of the most difficult areas of marketing decision making is pricing because these decisions are often subject to government regulation and public scrutiny. True False

answer

True

question

Mass customization attempts to blend unique features into standardized goods and services. False True

answer

True

question

An example of secondary data is an interview with 500 reliable consumers. True False

answer

False

question

Identifying skin care products for women of color is an example of location segmentation. True False

answer

False

question

Gender is an example of a factor in demographic segmentation. False True

answer

True

question

The 80/20 principle states that roughly 80 percent of a product's revenues come from only 20 percent of its buyers. False True

answer

True

question

End-use segmentation focuses on the precise way a consumer will use a product. True False

answer

False

question

Personal and interpersonal influences are strongest in only the early steps of the consumer behavior process. True False

answer

False

question

As its ultimate goal, relationship marketing seeks to achieve customer satisfaction. True False

answer

True

question

The Internet is considered an indirect method for connecting with customers. True False

answer

False

question

Cobranding is when a company develops a product for two or more of its customers. True False

answer

False

question

Approximately how much more does it cost to attract one new customer than to keep an existing one? About the same Five times as much Twice as much Three times as much

answer

Five times as much

question

Subaru offers a version of its Outback called the L.L. Bean edition. This is an example of ________. a comarketed product a marketing mix supplier-producer cooperation a cobranded product

answer

a cobranded product

question

A university offers alumni a special Visa card with the university's logo printed on the front. Each time the cardholder uses the card, the university receives a small percentage of the amount charged. This is an example of ________. cobranding a frequency marketing program an affinity program comarketing

answer

an affinity program

question

Philippe owns a store that sells lampshades. The process of receiving money in return for lamp shades is ________. place utility marketing exchange time utility

answer

exchange

question

The marketing function creates all of the following types of utility EXCEPT ________ utility. time place ownership form

answer

form

question

A Wisconsin sporting goods store that sells fishing licenses at the start of each sport fishing season is creating ________ utility. form place time ownership

answer

place

question

The utility that is created when a salesperson at a car dealership completes the sales contract is ________ utility. time place ownership form

answer

ownership

question

The era in marketing history characterized by the notion that a good product will sell itself is known as the ________ era. marketing relationship production sales

answer

production

question

The era in marketing history characterized by the notion that the customer is always right is known as the ________ era. relationship marketing production sales

answer

marketing

question

Examples of private not-for-profit organizations include all of the following EXCEPT ________. American Academy of Pediatrics Michigan State Department of Natural Resources San Diego Zoo United States Olympic Committee

answer

Michigan State Department of Natural Resources

question

Local officials in a mid-size town used ________ marketing to convince major businesses to move to the area, including advertisements that emphasized low tax rates and accessible transportation. organization place cause event

answer

place

question

The Tour of Hope is a cross-country bike tour designed to raise awareness about cancer clinical trials. Dasani bottled water is one of the sponsors, which enables the company to utilize ________ marketing. cause. event. organization. place.

answer

event.

question

The marketing of a social concern or issue such as preventing child abuse is known as ________ marketing. organization cause place person

answer

cause

question

Relay for Life raises money for the American Cancer Society for cancer research and treatment. This is an example of ________ marketing. organization service idea place

answer

organization

question

Some products can be classified as either a business or a consumer product depending on______. the cost of the product/service who buys the product/service and why the type of product/service where the product/service is sold

answer

who buys the product/service and why

question

Companies use ________ to focus on a specific consumer market by combining product, distribution, promotion, and pricing strategies. a marketing mix market segmentation a marketing concept consumer behavior

answer

a marketing mix

question

Mona designs the packages and chooses the brand names for goods produced by her firm. Mona is involved in which part of the marketing mix? Promotion strategy Pricing strategy Distribution strategy Product strategy

answer

Product strategy

question

________ strategy focuses on personal selling, advertising, sales promotion tools, and public relations to produce effective communication between the firm and the marketplace. Product Promotional Distribution Pricing

answer

Promotional

question

Joe is developing the marketing mix for his company's new line of power tools. A brand name, price, and distribution system have been decided. Now Joe is concentrating his efforts on developing the best advertising plan for the product line. The advertising plan is part of Joe's ________ strategy. production promotional product pricing

answer

promotional

question

Nike has implemented ______ so that its customers can design certain features of its athletic products to meet their specific needs and desires. mass customization organization marketing relationship production standardization

answer

mass customization

question

Standardization would be most appropriate for all of the following products except______. commercial aircraft chemicals steel checking accounts

answer

checking accounts

question

Census data are ________ and ________ data for marketing researchers. external; primary internal; secondary internal; primary external; secondary

answer

external; secondary

question

Gwen's mid-size company designs specialty lenses for a camera manufacturer. Her design specifications are based on the camera's performance, design, and price. What type of business market is Gwen engaged in? Buyer behavior End-use segmentation Product-related segmentation Product usage rate

answer

Product-related segmentation

question

Fiona has initiated a project to establish a company Web site for interactive electronic commerce that encourages customers to provide the company with information on their purchase decision factors, post-purchase evaluations, lifestyles, and future expectations for service. Fiona plans to use the Internet for ________. relationship marketing organization marketing market segmentation end-use segmentation

answer

relationship marketing

question

The marketing concept focuses on producing products at a reasonable cost in large batches. works best during a seller's market. is ineffective in the age of Internet transactions. refers to a companywide customer orientation.

answer

refers to a companywide customer orientation.

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