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Exam 13: Marketing: Helping Buyers Buy

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Question 81

Multiple Choice

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According to the Adapting to Change box, while companies are utilizing social media and garnering a ton of "likes" and interactions, what are they struggling with?

A) becoming household names
B) getting clicks to their websites
C) turning "likes" into followers
D) turning "likes" into product subscriptions

E) All of the above
F) B) and D)

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Question 82

True/False

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Marketers use very detailed surveys to gather secondary data.

A) True
B) False

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Question 83

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Marketing research is a process that most firms complete once a year, in order to gather information for the firm's budgeting process.

A firm that uses ________ segmentation divides a market into groups based on life stage, race, or profession.

Selecting which groups an organization can serve profitably is called target marketing.

The tremendous demand for consumer goods and services after World War II helped launch the production era of marketing.

The primary focus of marketing today is on selling and advertising.

The focus of the production era was on distribution and advertising.

In order to be successful, marketers avoid small market segments in favor of larger targets.

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

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

________ consists of all the techniques sellers use to persuade consumers to buy their goods and services.

Marketing research usually begins with secondary data because it is more accurate and more relevant than primary data.

The company website for SharpSmart Computers is a place for customers to get the latest information about new products, special offers, and technical support. The company has also added a chat function that allows customers to communicate with representatives immediately. SharpSmart's approach indicates that it is trying to utilize relationship marketing.

A brand name is generally thought of as part of the product.

Population growth and changing demographics are two elements of a firm's sociocultural environment.

Susan, a manager for Metallic Masters Manufacturing, spends much of her time reviewing the global, technological, sociocultural, competitive, and economic factors that can influence the success of her company's marketing efforts. Susan's efforts indicate that she is involved with environmental scanning.

Relationship marketing depends on understanding individual consumers and responding quickly to their wants and needs.

In terms of the number and dollar volume of transactions, the B2B market is ________ the consumer market.

The main concern of the marketing mix is to please firm's stockholders.