ch 11 bus

The B2B market not only includes manufacturers, intermediaries, and institutions, but also at the federal, state, and local levels.

Blank 1: governments

The process of finding small but profitable market segments and designing or finding products for them is called marketing.

Blank 1: niche

In setting a product's , a business needs to take into account the costs of producing, distributing, and promoting the product as well as a profit margin.

Blank 1: price

Instead of selling your product throughout the United States, you might concentrate on one or two regions. This is an example of which type of segmentation?

Geographic

The investigation of consumer thought processes at each stage in a purchase in order to determine the best way to help the buyer buy is called:

consumer behavior

Age, education level, income, and taste are all examples of how consumer groups:

differ greatly

Databases, blogs, and social networking help companies gather to meet consumer needs through the development of products and services.

Blank 1: information or data

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 is called .

Blank 1: marketing

Changes in the economy force marketers to adjust and adapt their products to take into account consumers' income.

Blank 1: pricing or prices

Product, price, place, and promotion are the four pieces of the marketing mix and are often called

the four Ps.

The consumer market is made up of:

households individuals

In order to be highly successful, a company must have

good marketing efforts.

The B2B market includes:

institutions manufacturers government

The National Park Service's efforts to attract, maintain, and enhance relationships with customers and visitors to the park is an example of

relationship marketing.

Pick out the attributes typically used to differentiate consumer groups.

Age Education Income

Any physical good, service, or idea that satisfies a want or need is a

Blank 1: product

Pick out the influences in the marketing environment.

Global Economic Competitive

True or false: There is a wider variety of careers in marketing than in most business disciplines.

True

The four factors in the marketing mix are:

product, price, place, and promotion

What are the 4 Ps of marketing?

product, price, place, and promotion

The #findyourpark campaign, billboards, and public relations were all examples of the National Park Service using which marketing mix element?

promotion

Since the National Park Foundation is a nonprofit organization, what is the most important outcome of the #findyourpark campaign?

raising $341 million in donations

Dunkin' Donuts relies on which type of marketing?

relationship

The factors that go into a marketing program: product, price, place, and promotion, are called the mix.

Blank 1: marketing

Developing products and promotions to please large groups of people is marketing.

Blank 1: mass

Using the same products and promotions to appeal to large groups of people is:

mass marketing

Many customers value "green cars" because of the positive environmental aspects and the savings from better gas mileage. The marketing mix factor that represents the value of the product is ______.

price

Auto companies truly seem to be listening to customers who are environmentally concerned by offering more fuel-efficient cars. They are adjusting the element of the marketing mix to meet customer needs.

Blank 1: product

The first era in marketing was a focus on producing as much as possible because of high demand. This was termed the era which was followed by the selling era, the marketing concept era and finally the customer relationship era..

Blank 1: production

Marketing helps to identify what products customers have purchased in the past, current purchasing patterns, and future wants.

Blank 1: research

When setting price, a company must consider many factors including the costs of:

distribution promotion production

In 1915, Peter Oberweis started selling his excess milk to his neighbors. By 1927, he decided to start a more formal business so he could sell his extra milk to even more people. Oberweis started his business during the __________ era of marketing.

sales

These people perform many of the activities required to move products efficiently from producers to consumers or industrial buyers and are often wholesalers or retailers.

Intermediaries

True or false: Intermediaries are the middle links in a series of organizations that distribute goods from producers to consumers.

True

to target specific customers

demographics

One of the fastest-growing segments of the U.S. population is:

over 65

When Oberweis offers potential customers samples of new products the company is considering adding to its product line, and then asks the customers to fill out survey cards with their opinions of the products, Oberweis is gathering

primary data.

Many people think that marketing and advertising are one and the same. While advertising is indeed part of marketing, it is only one part. All of the following are considered parts of marketing except

securing financing.

Before Oberweis began to sell its new waffle bowls company-wide, the company offered them in only one store in the St. Louis market. This process of learning how well the market likes a new product is part of

test marketing.

Marketers must pay attention to the dynamic competitive environment mainly because of competition from:

the internet

Many brick-and-mortar companies must pay attention to the new competition from the because now consumers can search the world.

Blank 1: internet or web

Which marketing activity helps businesses gather information to compete effectively?

Market research

If a student majors in marketing, which career options will be available?

Public relations Retail store manager Advertising

Marketers should gather data first because it is already available and to avoid incurring unnecessary expense.

Blank 1: secondary

Rank order the different eras of marketing by putting the earliest at the top to the most recent at the bottom. Instructions

1. Production 2. Sales 3. Marketing Concept 4. Customer Relationships

There is a wider variety of careers in than in most business disciplines.

Blank 1: marketing

One of the fastest-growing segments of the U.S. population is people over the age of .

Blank 1: 65

is a persuasive form of communication that informs people and motivates them to buy products and services.

Blank 1: Promotion

The -to- market includes manufacturers, intermediaries, hospitals, schools, charities, and the government

Blank 1: business or B Blank 2: business or B

Consumer behavior is the study of people's decisions and the factors that influence those decisions.

Blank 1: buying, purchasing, or purchase

The key advantage of secondary data is that the cost of collecting the data is than for primary data.

Blank 1: cheaper, lower, or less

Studying the thought processes people use to make buying decisions and the factors that influence their choices is behavior.

Blank 1: consumer

Select the technological innovations that companies can use to develop products and services that match consumers' wants and needs more effectively.

Data bases Social networking Blogs

Which of the following are considered examples of geographic segmentation?

by region by city by states

Marketers must pay attention to the dynamic competitive environment because:

change is occurring more rapidly the Internet gives consumers information instantly

The findyourpark.com website featuring activities at each park was seeking to __________ value to younger audiences less familiar with national parks.

communicate

If one product is more expensive than another product, the customer usually believes that the product

is of better quality.

The activities buyers and sellers perform to facilitate mutually satisfying exchanges is:

marketing

Oberweis creates products and services that meet customer needs, prices them competitively, distributes the products and services, and communicates the products' quality and benefits to their customers. These activities are all part of the

marketing mix.

Measuring, managing, and analyzing the success of the Find Your Park Marketing campaign is an example of

marketing research.

Marketing started with companies selling whatever they produced without considering customer needs. This was called the ______ era of marketing.

production

All of the techniques sellers use to inform people about and motivate them to buy their products or services is called:

promotion

Which type of segmentation looks at a consumer's attitudes, values, and personal interests?

psychographic segmentation

During the production era it was believed that one should produce as much as you can, because:

there is a limitless market for the product

Why do companies use segmentation?

to target specific customers

Dunkin' Donuts uses which pricing strategy?

value

A product includes anything that would enhance it in the eyes of consumers, such as the:

warranty brand package

Oberweis wants to keep individual customers over the long term by offering new products that meet their needs. In order to do this, the company must first know its customers' expectations. This process of learning about the company's customers and developing products that specifically meet their needs so they remain loyal customers is called __________ marketing.

relationship

The market consists of all the individuals and households that want goods and services for personal consumption.

Blank 1: consumer

The production era philosophy was to produce as much as possible because the was unlimited.

Blank 1: demand or market

When marketers adapt their products by offering less expensive products that are tailored to consumers with modest incomes, they are paying close attention to:

economic factors

Companies use technological changes such as consumer databases, blogs, and social networking in order to develop products that:

meet consumer needs

When a company finds a small but profitable market segment and designs products just for them, the company is engaged in:

niche marketing

In a global market, marketers must be sure to dialogue with customers to ensure they understand about the and they want.

Blank 1: goods or products Blank 2: services

As the slowed, marketers had to adapt by offering products that were less expensive and more tailored to consumers with modest incomes.

Blank 1: economy

Sociocultural, competitive, technological, global, and economic are the major influences in the marketing .

Blank 1: environment

Like most companies, Oberweis has to consider certain factors that can affect marketing success. Such factors include global, technological, sociocultural, competitive, and economic influences. The process of identifying these factors is called environmental

scanning.

Marketers who want to avoid incurring unnecessary expenses when researching data should first gather:

secondary data

When considering where to locate its stores, which of the following factors does Dunkin' Donuts consider most important?

convenience for customers

The techniques that this pizza business is using makes one believe that they are trying to

differentiate their product.

Globalization can create more opportunities for marketers but along with that comes more pressure because they must take into account the

differing attitudes and values of various country cultures