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Exam 13: Marketing: Helping Buyers Buy

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Question 61

True/False

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There is much more emphasis on personal selling in the consumer markets than in the B2B markets.

A) True
B) False

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Question 62

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Comparing the business practices of the 1950s to those of today indicate that today's marketing managers:

A) have a more ambitious goal of not just satisfying customers,but of exceeding their expectations.
B) are much more focused on production and mass marketing.
C) put less emphasis on earning a profit,since doing so makes it harder to satisfy the needs of the firm's stakeholders.
D) operate essentially the same as their predecessors.

E) B) and C)
F) A) and C)

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Question 63

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Marketing is the activity,set of institutions,and processes for creating,communicating,delivering,and exchanging offerings that have a value for customers,clients,partners,and society at large.

A reference group is society's accepted values,attitudes,and ways of doing things that consumers have to learn.

Contacting customers after a sale to reassure them that they made the right decision is intended to offset:

Firms that have adopted _________ seek to do more than simply sell a product;they seek to learn as much as possible about their customers in order to satisfy them with goods and services over time.

Which of the following correctly identifies the motivation of firms using a market segmentation strategy?

The final step of the marketing research process involves selecting from several alternative strategies,and performing follow-up research to see if results were as expected.

___________ is a process used to test consumer reactions about a product among potential users.

The __________ is based on three elements: (1) a customer orientation, (2) a service orientation,and (3) a profit orientation.

Kelly buys only high-priced jeans and expensive sport shoes endorsed by her favorite entertainers.Also,her attitudes and values are shaped by specific statements made by these celebrities.She also supports causes and charities the celebrities endorse.This illustrates how consumer decision making is influenced by:

Unlike advertising,which is part of the promotional component of the marketing mix,personal selling is considered to be part of the distribution function.

As the campaign manager for a candidate for the U.S.Senate,Pete works to learn as much as possible about potential voters.With this information,he hopes to focus the campaign on the issues most important to voters.This represents:

The consumer market consists of all the individuals or organizations that want goods and services in order to produce other goods and services to sell,rent,or supply to others.

Concept testing involves placing a product in a place where consumers will buy it.

Which of the following refers to the process of dividing the total market into several groups with similar characteristics?

Andre is a real estate agent who has an idea for a software program that will help perform real estate appraisals more quickly and more accurately.He has worked with a buddy who is good at programming to develop a detailed description of what the software will do and how it differs from existing applications.Now Andre has taken this description and shown it to a number of fellow real estate agents to see if his idea appeals to them.Andre is engaging in:

Setting a price for the product or service is one element of the marketing mix.

Melanie is a sales representative for a college textbook publisher.She spends a great deal of time visiting college professors who have already adopted one of her books for use in her classes.She makes sure they have all the supplements to the book they need and are informed about when new editions will be available.Melanie's emphasis on keeping her existing customers satisfied is consistent with the philosophy of relationship marketing.

Marketers use very detailed surveys to gather secondary data.