Ch 11 Quiz Bank

Which of the following is a drawback of primary data?

It tends to be expensive.

_____ demands that marketers actively contribute to the needs of the broader community.

Social responsibility

Which of the following can be achieved by marketers by acquiring customer loyalty?

Acquisition of new customers

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

Both divide markets based on consumer characteristics.

Who among the following individuals is practicing green marketing?

Claire, who sells solar-powered watches

__________is the description of how people act when they are buying, using, and discarding goods and services for their own personal consumption.

Consumer behavior

_____ is the ongoing process of acquiring, maintaining, and growing profitable customer associations by delivering unmatched value.

Customer relationship management

Which of the following is a difference between demographic segmentation and geographic segmentation?

Demographic segmentation refers to dividing the market based on measurable characteristics about people, whereas geographic segmentation refers to dividing the market based on where consumers live.

_____ is the process of continually collecting information from the external marketing surroundings.

Environmental scanning

Which of the following elements is a personal influence on the consumer decision-making process?

Family

In the context of customer satisfaction, which of the following will happen if a marketer falls into the trap of underpromising?

Fewer customers will try the product.

Which of the following statements is true of product-use-based market segmentation?

It helps small companies in narrowing the target markets for their products.

Which of the following marketing strategies can be best employed for attracting tourists?

Place marketing

Which of the following statements is true of loyal customers?

They forgive marketers' mistakes.

__________is the ability of goods and services to satisfy consumer wants.

Utility

Understanding the _____ begins with analysis of market share.

competitive environment

Idea marketing is often combined with__________to market ideas that are meant to change how people think or act.

event marketing

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

geographic segmentation

As part of its corporate social responsibility activities, Weslimkur, a tire manufacturer, sponsored 1,000 bikes for the city of Clankofton. On every bike, the company's name is engraved along with these words: "Ride to work; help save earth from global warming." Which of the following marketing strategies does this scenario best illustrate?

idea marketing

The _____ is a business philosophy that makes customer satisfaction—now and in the future—the central focus of the entire organization.

marketing concept

Demographic segmentation divides the market based on:

measurable characteristics about people.

In the context of customer relationship management (CRM), a firm selling a high-ticket product to a small customer base is most likely to:

pursue a full partnership with each of its key clients.

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

Good accessibility

In the context of the marketing mix, which of the following statements is true of a distribution strategy?

Its key decisions include shipping, warehousing, and selling outlets.

A whole range of public and private organizations market beliefs that are meant to change how people think or act. This is referred to as__________.

idea marketing