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Exam 13: Marketing: Helping Buyers Buy

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Question 71

True/False

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A focus group consists of a small group of people who meet,under the direction of a discussion leader,to communicate their opinions about an organization,its products,or other issues.

A) True
B) False

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Question 72

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Holly is a sophomore in college considering a degree in marketing.She has asked several friends for advice and their comments are listed below.Which of these comments is the most accurate and likely to help Holly?

A) Marketing offers business students a wide array of career options.
B) Majoring in marketing rules out a meaningful career with a nonprofit organization.
C) You should major in marketing only if you want to work in advertising or personal selling.
D) Marketing is a career that offers stability,good pay and ample employment opportunities.Marketing activities today are essentially the same as they were several decades ago.

E) None of the above
F) B) and D)

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Question 73

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__________ marketing is the marketing of products to groups of customers a firm decides it can serve profitably.

Green-Living Lawn care Systems,Inc. ,has enjoyed great profits for 15 years.When new product development made it feasible for underground sprinkling systems to be installed at a reasonable price,the business skyrocketed.Recently,through ________________ the owner of Green-Living learned about a grass seed that only needs to be watered two times each year.This innovation could have serious consequences on healthy revenues and profits.The owner is analyzing the _________ environment in order to remain knowledgeable about new trends that may affect his business.

The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing.

Which of the following represents an example of demographic segmentation?

The business philosophy of "produce as much as you can because there is a limitless market" is consistent with which of the following marketing eras?

Market segmentation is the process of dividing a market into several groups whose members have dissimilar characteristics.

Sales representatives at the HomeWork Helper Appliances Store work hard to develop a close relationship with their customers and to provide satisfaction even after the sale.These efforts by HomeWork Helper's sales personnel are part of the marketing process.

Cool People Publications focuses their marketing efforts on reaching African-American teenage girls.The firm believes that they are positioned to profitably serve this group of consumers.Cool People utilizes the strategy of:

In general,the broader the market a firm tries to serve,the better its chances of success.

Firms adopting a relationship marketing strategy view technology as a(n) :

Which of the following would be considered part of a firm's marketing mix?

The main concern of the marketing mix is to please firm's stockholders.

Whenever available,marketers should rely exclusively on primary data because it is much more accurate than secondary data.

The significant increase in consumer demand following World War II marked the beginning of the:

Which of the following describes a process in which marketers present an accurate description of a new product to potential customers and ask if they find the idea appealing?

While the four Ps help us remember the basics components of the _________,they don't have significant relevance in the marketing process.

________ is the activity,set of institutions,and processes for creating,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large.

B2B marketers include manufacturers,retailers,hospitals,and the government.