Chapter 12

Which method of gathering primary data brings potential customers together to discuss a good or service, advertisement, idea or packaging style?

Focus group

What sort of utility is created when a company converts wood, glass, glue, screws, and hinges into a cabinet?

Form utility

The Dr. Hauschka Skin Care product line is made with ingredients that are grown biodynamically or organically or ethically wild-harvested, and not a single ingredient comes from an organization involved in animal testing. What era of marketing does Dr. Hauschka Skin Care BEST illustrate?

Societal marketing era

Which element of a good marketing plan is represented by a clearly stated goal to be achieved through marketing activities?

marketing objective

Debbie notices a lot of young girls wearing fancy sneakers decorated with multi-colored faux gemstones.__________. IF Debbie pursues this venture, which of the following is most likely to be her target market?

Preteen girls

What of the following is NOT a kind of utility that marketing provides to customers?

Price utility

What are the four elements in the traditional/classical marketing mix?

Product, price, promotion and place

A company creates a product that it believes to be of high quality, and it believes the product will speak for itself and create strong demand among buyers because there is limited supply. Which marketing era does this BEST illustrate?

Production concept era

Which of the following statement articulates how marketing evolved over the marketing concept era?

Production continued to expand more quickly than the growth in demand for good and services.

Which of the following would be considered psychological influences that impact consumer buying decision?

The buyer's motivation, perception and attitudes

In which era of the evolution of marketing do organization try to intensify their focus on buyers' satisfaction over time?

The customer relationship era

Which of the following statement would BEST explain why the economic environment is important for marketing?

The economic environment affects customers' ability to spend their money on a product.

Paul is planning to purchase and manage an independent wholesale pet supplies store in his community that has faltering business. Before doing this, he outlined an approach of revitalizing the store through marketing. This document illustrates which element of a marketing plan?

marketing objective

Which of the following is NOT a factor that contributes to the marketing environment?

Workplace ethics

The:___: component of the marketing mix refers to all the methods involved in getting a product into the hands of customers.

place

After Super Storm Sandy, gas station in New York and New Jersey charged over $6.00 per gallon for gasoline. This would be a criticism of marketing based upon:

price gouging

The process of surveying the marketing environment to assess external threats and opportunities is know as:

environment scanning

Which characteristic of a business-to-business (B2B) market often weighs the benefits and the costs in a more systematic fashion and is less influenced by emotional factors than are buyers in consumer markets?

highly trained buyers

Sellers benefit from successful marketing because:

it stimulate sales and generates revenue and profits, enabling the organization to sustain itself and prosper.

Cheryl is the manager of a local taco stand. To increase late afternoon walk-in customer traffic, she decides to print and distribute door-hanger coupons with a "buy two-get one free" offer good from 4 pm to 6 pm. This represents which elements of the marketing mix?

product, price, and promotion

The marketing era during which companies had the benefit of strong demand for products coupled with limited supply was known as the:___: era

production concept

Which marketing environment can affect a customer's willingness and ability to spend their money on a product?

the economic environment

Which of the following is an example of personal influences that impact a consumer purchase decision?

Lifestyle

Which of the following statement is TRUE about the marketing mix viewed from the customer's point of view?

"Customer" replaces "product" of the classic model of the marketing mix

10.6

10.6

12.2

12.2

12.3

12.3

12.4

12.4

12.5

12.5

12.7

12.7

Which of the following BEST exemplifies the customer relationship era of marketing?

A bookstore makes book recommendations to customers based on their prior purchases

:___: is a written document that specifies the marketing activities that will take place to achieve organizational objectives.

A marketing plan

Which of the following statement best represents the economic environment's effect on marketing strategy?

A rising inflation rate reduces the purchasing power of money, and sales may fall. A recession will reduce the demand for most products.

Which of the following is NOT true for buyers in B2B market?

B2B markets focus on selling driven by mass advertising campaigns.

What generally distinguishes buying decision in business-to-business (B2B) markets from buying decisions in consumer markets?

B2B purchasing decision are professional and rational.

Researching whether customers buy only one particular brand of toothpaste regardless of price or buy cranberry sauce only at Thanksgiving is related to which method of market segmentation?

Behavioral

Which of the following is BEST represents place utility?

Coca-Cola products can be purchased in vending machines, convenience stores and supermarkets.

Which of the following environment influences is NOT included in the marketing environment?

Competition among employees

Before he goes any further with his business idea, Jose goes to City Hall to determine what he may need to start his business.___________. Which step is this in the marketing process?

Conduct market research and develop a marketing plan

Which of the following replaces "place" in the 4 Cs of marketing?

Convenience

Which of the following replaces "product" in the 4 Cs of marketing?

Customer

Which of the following is an example of a primary research source?

Customer feedback

Which of the following is secondary data collected while conducting market research?

Data published by an industry association

Margo is the manager of a small, high-end clothing boutique. As part of her job, she is responsible for surveying the marketing environment to assess external threats and opportunities. What function is she performing?

Environmental scaning

Which of the following is the BEST example of an action that is of the final step of the marketing process: nurturing good customer relationships?

Establishing a customer loyalty program at your gourmet food truck where customers can get a free breakfast item after the purchase of 10 items

Which of the following is NOT characteristic of B2B market?

Geographically dispersed buyers

Martina import leather goods from Italy to sell in her shop.__________. Martina's dilemma illustrates the effect of which environment of the marketing environment?

Global environment

Carina received an e-mail, advertising a product that turn drawings, pictures from magazines and other bits of paper into buttons.__________. What criticism of marketing would Carina most likely make in response to this situation?

Hidden charges or fees

Jose lives in an urban neighborhood where street parking is very scarce, and spot local garages are expensive and hard to com by.__________.Which step of the marketing process is this?

Identify a market need

Which of the following set of steps illustrates the order in which organization implement a marketing strategy using the marketing process?

Identify a market need, conduct market research, identify target customers, implement the marketing mix, and nurture good customer relationships.

Tasha parks her new food truck outside a college campus after a football game and hand out free samples of the item on her menu. She asks people to follow her on Twitter so they can find out where the truck is parked each day. Which step of the marketing process is Tasha engaged in?

Implementing the marketing mix

What is the significance of the "place" component while implementing the marketing mix as part of the marketing process?

It involves deciding how a product will be distributed and made available to customers.

Which of the following would be considered a factor of the technological environment?

The advent of social media

Which of the following is NOT a step involved in the consumer buying process?

Market research

"Providing the customer with the right product at the right price and the right time and at the right place" would be descriptive of which marketing era?

Marketing concept

What type of marketing evolution occurred during the sales concept era?

Marketing generally took place after a product was developed and produced.

Eileen sees an online ad for a baby stroller.__________. What criticism of marketing would Eileen most likely make in response to this situation?

Misuse of personal information

John want to move up in the organization, but he realizes that he needs a college degree to qualify for a management position within the company, which he doesn't possess. John is in which stage of the consumer buying process?

Need recognition

Which of the following is the Final step in the marketing process?

Nurture good customer relationships.

Emory works for a wholesaler. His company buys large quantities of good directly from manufacturers, which it stores in its warehouse until it sells them to retailers. With which aspects of the marketing mix is Emory's company associated?

Place

All of the following would be functions of a marketing department EXCEPT:

Planning for staffing needs

Harley-Davidson offers a wide of motorcycles, and each model attempts to cater to a particular lifestyle.__________.These are example of which type of market segmentation?

Psychographic

John want to move up in the organization, but he realizes that he needs a college degree to qualify for a management position within the company, which he doesn't possess.__________. John is in which state of the consumer buying process?

Purchase or no purchase decision

What statement applies the benefits of marketing to society at large?

Scarce resources are more efficiently allocated or channeled into the production of those goods and services most desired by society.

Jack's TV just broke and tomorrow is the Super Bow, so he want to replace it fast.__________. Which type of influence on Jack's consumption choice does this illustrate?

Situational

The number of seniors ages 65 and older in the US is expected to more than double from 39 million today to approximately 89 million by the year 2050.___________. This is an example of which environment on the marketing environment?

Social and cultural environment.

Which type of utility is created when a repairman fixed a leaking toilet?

Task utility

Which era adopted the concept of acquiring customers by producing the right product for the customer and doing it better than competition?

The marketing concept era

Which of the following would be considered a source of secondary data?

Trade association data

Jose lives in an urban neighborhood where street parking is very scarce, and spot local garages are expensive and hard to com by.:__________?: If Jose were to start a venture of this sort, which of the following BEST describes his target market?

Vehicle owners who are not home during the day

Which of the following is the BEST description of place utility?

When the product is made available for purchase at a place that is convenient for buyers

Which of the step in the marketing process involves analyzing the marketing environment?

conducting market research

The fact that an aging population will mean increase demand for medical care, pharmaceuticals and cursing homes is an example of how the:___: affects marketing

social and cultural environment

Who benefits from marketing because scarce resources are more efficiently allocated or channeled into the production of those goods and services that are most desired?

society

A clearly written marketing objective should always:

state realistic, quantifiable and time specific goals to be achieved through marketing activities.

Which marketing strategy element describes a group of potential customers upon whom a firm concentrates its marketing efforts?

target market