Chapter 13

Which product would be considered the "business to business" market?

A computer for the instructor to use while teaching the class

People who are willing and able to buy a product are what?

A market

Kelly Butler is looking for a new car. Kelly is an aspiring lawyer, and she is looking for a car that will help her to project that "lawyer "image. Kelly is influenced by what?

A reference group.

Louis Chang is in a marketing position for Pro Performance, Inc, a consulting firm. One of Pro Performance's customers is hoping to find new markets for its existing products, as well as opportunities for products it is considering developing with some of its existing technologies. To help with this process, Pro Performance should consider conducting what?

An environmental scan

Manufacturers, intermediaries, institutions, and the government are all in the ________ market.

B2B

________ is the name given when businesses sell products to other businesses.

B2B

Which statement is most descriptive of the business-to-business market?

Business-to-business buyers are generally more rational that consumer buyers.

Since Kelly bought her car, she realizes just how much money she spent! She wonders if she made the right decision. Kelly seems to be suffering from what?

Cognitive dissonance

Jimmy has been asked to meet and hear about a new product in order to give his thoughts and opinions. This type of activity is known as what?

Concept testing.

Janet is trying to figure out what customer want in their shampoo by asking them directly. What technique is used to obtain this type of data?

Conducing personal interviews with potential customers.

Individuals who are willing and able to buy products are in the what?

Consumer market

Which orientation would not be included in a discussion of the marketing concept?

Cost

We FlyU Anywhere is a travel agency that specializes in creating exotic trips to unusual destinations for their clients. They will create a "designer" vacation just for you. The most accurate description for the kind of marketing this travel agency is using is ________ marketing.

Customer Relationship

Learning as much as possible about customers and doing everything you can do to satisfy them and exceed their expectation is what?

Customer Relationship management

Companies that have greatly increased their desire to satisfy the customer in every way have adapted the _____ Era.

Customer relationship management

What us the first step in the marketing research process?

Define the problem

Age, income, or level of education, etc. represent ________ variables.

Demographic

Johnson and Johnson targets children with Sesame Street bandages, while GM targets women for their Chevy Cobalt vehicle. These are examples of ________ segmentation.

Demographic

Marketing strategies for the business-to-business market is what?

Differ from consumer marketing strategies because the nature of the buyers is different.

When Gary is investigating the business factors that can affect marketing success, he is engaged in which type of activity?

Environmental scanning

Which action would be considered when discussing the market mix variables?

Financing the acquisitions of new machinery.

If many automotive B2B companies are located in Ohio, Michigan, and Pennsylvania, they would be what?

Geographically concentrated.

Marketing research helps determine all of the except what?

How distribution needs will change.

The company that makes the Nautica brand entered into a licensing arrangement with the Stride-Rite company to make an athletic shoe to compete with Nike. The company wants the shoe to be used for athletics, not worn just for style. Nautica is making use of what?

Market segmentation

In order to please more customers, business started listening and responding to their needs/wants much more starting in the _____ era.

Marketing Concept

A shotgun approach to marketing is referred to as ________ marketing.

Mass

At one time, companies developed products and promotions to please large groups of people and tried to sell as many products to as many people as possible. This is known as what?

Mass marketing.

What are Intermediaries?

Organizations that are in the middle of a series of organization that distribute goods from producers to consumers.

The act of conducting surveys, interviewing customers, or mailing out questionnaires fall under what research?

Primary

When Sun-2-Shade needed some information about the potential market for its products, the marketing team looked to the Internet to find industry trends and to look at the market for eye-wear products, which use the same technology that is used in the Sun-2-Shade's self-darkening windshield. The type of information the marketing team was using is what?

Primary Data

What are the 4P's?

Product, price, place, promotion

In regard to marking, the _____ era came first.

Production

What is the act of trying to move consumers to buy their goods and services?

Promotion

Elyse is interested in buying a pair of shoes, but she is also heavily influenced by her friends to look a certain way. This is known as her what?

Reference group.

It can be said that companies that practice _____ marketing are essentially trying to be your best friend.

Relationship

Which of the four eras of marketing does it seem that Maritza emphasized?

Sales Era

When Henry Ford created the first mass-production assembly line, what era of marketing was being ushered in?

Selling Era

The increase in the number of older Americans has created a growing demand for nursing homes, health care, continuing education, and more. This is a result of the changes in ________ factors in the environment.

Sociocultural

When McDonald's considered adding pizza to its menu, the company made pizza available in some of their typical markets to determine customer reactions. The process is called what?

Test Marketing

How can you help determine if a product is in the consumer market or industrial market?

The end use of the product