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Exam 13: Marketing: Helping Buyers Buy

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Question 121

Multiple Choice

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Cool People Publications focuses their marketing efforts on reaching African-American teenage girls.The firm believes that they are positioned to profitably serve this group of consumers.Cool People utilizes the strategy of:

A) narrowcasting.
B) target marketing.
C) primary marketing.
D) focus group selection.

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

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Question 122

True/False

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Marketing goods and services to the B2B market relies more heavily on advertising than marketing efforts aimed toward the consumer market. The strategies used in business-to-business markets are often quite different from those used in the consumer market because the buyers are so different.B2B buyers expect personal service,while advertising,a non-personal promotional strategy,can more effectively reach the large number of customers in the consumer market.

A) True
B) False

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Question 123

Multiple Choice

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Marketers define a ________ as any physical good,service,or idea that satisfies a want or need.

Learning involves changes in an individual's behavior resulting from previous experiences and information.

The marketing mix provides a detailed market analysis to determine opportunities and challenges as well as information needed to make good decisions.

Providing people with a description of a potential new good or service and asking if the idea appeals to them are key parts of the marketing process.

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

The marketing efforts at Rotary Enterprises place a great deal of emphasis on marketing goods that will earn the firm a profit.This focus on profit orientation shows that Rotary's has not yet adopted the marketing concept that emphasizes a customer orientation rather than a profit orientation. The marketing concept has three parts: a customer orientation,a service orientation,and a profit orientation.The customer orientation and profit orientation components are not mutually exclusive,since firms are unlikely to earn a profit unless they are responsive to the needs of their customers.

In business-to-business markets,sellers rely on wholesalers and retailers to efficiently distribute their products.

Click Computers has established a Web site where its customers can get the latest information about the company's products,offer suggestions about improving products and service,and contact technical support via e-mail.The company has even added a chat room that allows customers to communicate with each other.Click's approach indicates that it is trying to utilize relationship marketing. Relationship marketing tends to lead away from mass production and toward custom-made goods and services.One-way messages in mass media give way to a personal dialogue among participants.This may occur within a well-designed Web site.

Describe the steps involved in conducting marketing research.

Which of the following terms involves the analysis of markets to identify opportunities and challenges?

Advertising,public relations and product management are some of the careers available to a marketing major.

Which of the following refers to a marketing strategy in which the focus is on small but profitable market segments?

One-to-one marketing is seldom used in B2B markets.

With help from the marketing department,engineers at Easy Electronics have designed a new type of cable modem that is easier to install in computers and more reliable than any cable modems currently in use.The marketing managers want to find a way to identify the new modem in the minds of consumers and differentiate it from less sophisticated products made by Easy's competitors.An important part of this effort is likely to be the selection of a __________ for the new modem.

A consumer's decision-making process is influenced by his/her _________,consisting of those people who help shape the consumer's beliefs,attitudes,values or behavior.

Marketing is different in B2B markets than in consumer markets.Identify and explain three differences between the business-to-business market and the consumer market.

Placing a product in a location where people will buy it is part of the marketing mix.

Roberto Martinez is a marketing manager for Friendly Financial Services.He has been looking at a variety of factors,such as technological,socio-cultural and economic trends as well as competitive conditions.Martinez is confident that these factors will impact Friendly's future marketing success.His efforts are an example of: