Module 4 – Flashcard
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____________ is the process of identifying factors that can affect marketing success.
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Environmental scanning
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A widely used technique for collecting primary data is
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the observation method
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Business to business markets tend to be
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geographically concentrated
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All of the following statements about the B2B market are true EXCEPT
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the B2B market is smaller than the consumer market
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While the four Ps help us remember the basics of ______ they dont include everything that goes into the marketing process
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marketing mix
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Digital Print Shops has responded to new competition from national chain stores by focusing on small market segments that have been ignored by their larger competitors. Digital believes it can attract a loyal group of customers willing to pay premium prices. Digital's strategy is known as:
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Niche marketing
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Kelly buys only Nike shoes because they are endorsed by her favourite entertainers. Furthermore, her attitudes and values are shaped by statements by these celebrities. This illustrates how consumer decision making is influenced by:
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sociocultural influences
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Which of the following statements relates to the marketing concept era of marketing?
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At the end of the day, any company should focus on the most profitable products or services
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what is the impact of selling to business customers that purchase large amounts of a product?
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A business needs to manage far fewer customer relationships to achieve a reasonable level of sales.
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when making marketing mix decisions, marketing managers should consider
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business and global trends in which the firm operates
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the b2b market uses goods and services
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to sell to others or to use in producing other goods and services
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a consumers decision making process is influenced by their ________ consisting of those people who help shape the consumers benefits, attitudes, values, or behavior
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reference group
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In which era did customer relationship management take prevalence?
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Marketing orientation era
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Non-Profit organizations view marketing as
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critical, given their dependence on donations
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As the campaign manager for a candidate for the Canadian Federal Parliament, Pete works to learn as much as possible about potential voters. With this information, he hopes to focus the campaign on the issues most important to voters. This represents:
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the use of marketing by a non-profit organization.
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which of the following statements is accurate for the behavioral segmentation of the consumer market?
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They make buying decisions based on the image of a product or service
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What would be an example of an economic change a marketer should be informed about?
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How changes in disposable income affect consumer buying behaviour
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If you owned a ski shop, which of the following questions would relate to distributing your skis to end customers?
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Where do consumers want to go to buy skis?
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Contacting customers after a sale to reassure them that they made the right decision is intended to offset
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cognitive dissonance
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By employing a relationship marketing strategy, Jocelyn found success as an entrepreneur. The goal of this strategy is to
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Work closely with existing customers to better satisfy their wants and needs.
