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Exam 13: Marketing: Helping Buyers Buy

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Question 91

Multiple Choice

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A widely used technique commonly used for collecting primary data is:

A) collecting relevant articles in trade journals.
B) benchmarking.
C) conducting a survey.
D) reviewing government reports.

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

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Question 92

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For safety sake, an organization should produce as many products as possible since customers are not a good source of informing the organization what they want to buy.

A) True
B) False

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Question 93

Multiple Choice

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Roosevelt Community College has experienced declining enrollment for the past three years. In the past the college has relied strictly on enrollment from newly graduated high school students. In order to identify other potential markets, Roosevelt Community College would benefit from:

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

Whenever available, marketers should rely exclusively on primary data because it is much more accurate than secondary data.

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

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

marketing is the marketing of products to groups of customers a firm decides it can serve profitably.

The purchase of a cash register is likely a B2B product.

Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society.

A marketing strategy develops products and promotions designed to please large groups of people.

The last step in the marketing process often includes:

Market segmentation is the process of dividing a market into several groups whose members have dissimilar characteristics.

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.

A orientation refers to the process of determining the wants and needs of buyers and then providing goods and services to meet or exceed their expectations.

Helen, a manager for Marshall Manufacturing, spends much of her time reviewing the global, technological, socio-cultural, competitive, and economic factors that can influence the success of her firm's marketing efforts. Helen's efforts indicate that she is involved with environmental scanning.

Using advances in technology to maintain databases of customer information is more important for firms involved in mass marketing than it is for those firms using relationship marketing.

Marketers use very detailed surveys to gather secondary data.

When classifying a product as a consumer product or a B2B product, the primary factor to consider is the financial status of the buyer.

Understanding consumers in marketing is considered so important that a whole are of marketing called emerged.