cgapter 11

Which of the following statements is true of loyal customers?

c. They forgive marketers' mistakes.

In the context of business market segmentation,__________refers to dividing the market based on the concentration of customers.

c. geographic segmentation

Developing specific programs to help customers validate their purchase choices is one way marketers attempt to increase cognitive dissonance.

False

Consumer marketers direct their efforts to customers who are buying products to use either directly or indirectly to produce other products.

False

Through the use of technology, marketers can lower costs and deliver greater value to their customers.

True

Boncidio Inc., a cell phone manufacturer, introduced a new cell phone model. 85 percent of this phone is made from biodegradable materials. This product attracts customers who give importance to using environment-friendly products in their daily lives. In the context of social responsibility and technology, Boncidio best illustrates _____.

a. green marketing

Companies employ _____ when they actively promote the ecological benefits of their products.

a. green marketing

Which of the following is a similarity between demographic segmentation and psychographic segmentation?

b. Both divide markets based on consumer characteristics.

Gearjazz, a company that manufactures and sells musical instruments, aims to increase its popularity among music artists and enthusiasts by sponsoring the audio system for the music and arts festival being held in the town of Flavempia. Which of the following marketing strategies does this scenario best illustrate?

b. Event marketing

Which of the following is a characteristic of a well-chosen target market?

b. Good accessibility

Baylaine is a company that sells affordable, low-end cell phones. Baylaine's customers can register product or service complaints with the company through emails; the company's customer support team replies to customer queries and complaints within five hours of the receipt of an email. In the context of customer relationship management, Baylaine most likely establishes _____ with its customers.

b. limited relationships

Tyler Connor, a famous politician who supports the ruling party of the island country of Blavanka, endorses a publishing house named Cenzefor that he owns. Many Blavankan writers want to get their books published by Cenzefor because of Connor's connection with the brand. Which of the following marketing strategies does this scenario best illustrate?

d. People marketing