mktg 303 quiz 1
Dream Home Solutions has been a successful small home-remodeling firm for years. The owner pays subcontractors slightly more than the usual rate for different tasks, reducing the company's gross margin. Dream Home rarely changes subcontractors, has relatively few complaints from home buyers, and is able to get quick responses from subcontractors when buyers do have problems. Dream Home is engaged in
effective supply chain management
What type of marketers constantly measure the benefits that customers perceive
value-oriented marketers
Which of the following is true of marketing?
Marketing affects various stakeholders.
Which of the following is true with regard to mobile advertising?
Within just a couple of years, mobile advertising will be be a bigger market
A local hair salon keeps information on its customers regarding preferences for certain products, companies
customer relationship management
Justine offers design and consulting services on a fee-only basis. She has found that different customers are willing to pay different rates for her services. This shows that her pricing decisions should depend primarily on
how different customers perceive the value of her services
The goal of customer relationship management is to
identify and build loyalty among a firm's most valued customers.
Whenever Kristy has a new manicure customer, she invites the person to be on her e-mail distribution list. In the process, in addition to exchanging her manicure service for payment, Kristy is gathering
information
It was during the market-oriented era that firms first discovered "marketing." In what timeframe did this occur?
just after WWII
Vikram opened a shoe store and signed a lease on the property. He also signed an agreement with the manufacturer on the amount of merchandise he will sell and the promotions he will conduct. Based on this description, which aspect of the marketing mix does he still need to work on?
price
Which element of the marketing mix is most relevant to the activity "capturing value"?
price
Henry Ford's statement, "Customers can have any color they want so long as it's black," typified the __________ era of marketing.
production-oriented
Mario works for a small computer software company. His boss is constantly improving the company's products but neglects customers, billing, and promoting the company. Mario's boss is probably stuck in the ________ era of marketing.
production-oriented
When a sweatshirt manufacturer states, "We sell it only in gray because that way we can buy plenty of gray fabric and run our plant efficiently," its statement reflects the views that were popular in which era of the evolution of marketing?
production-oriented
UPS, FedEx, and other shipping companies support other firms' ________ marketing goals.
supply chain management
Juanita studies her customer profiles, market research data (understand what customers want)
value-based marketing
Tenisha sells consumer electronics. She knows her customers weigh the costs versus the benefits associated with the different options available. Tenisha decides which products to offer and what prices to charge based on the way her customers think. Tenisha operates as if she was in the ________ era.
value-based marketing
As use of the Internet took off, car manufacturers were tempted to sell directly to consumers, but decided instead to continue to sell through their existing dealer networks. The car manufacturers considered switching from __________ to __________ marketing.
B2B; B2C
