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Exam 14: Marketing: Helping Buyers Buy

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Question 71

True/False

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Demographic segmentation divides a market into segments based on the customer's location.

A) True
B) False

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Question 72

Multiple Choice

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All-Star Collectibles focuses its marketing efforts on high-income buyers of unique collectible items.The firm realizes that the number of buyers in this segment of the collectible market is small.However,they are confident that this approach will be profitable since these buyers will pay premium prices for their unique products and superior customer service.All-Star's approach is an example of:

A) competitive benchmarking.
B) target positioning.
C) niche marketing.
D) relationship targeting.

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

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Question 73

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The most dramatic global change affecting a firm's marketing environment is probably the growth of the Internet.

Consumer behaviour is influenced by the attitudes,values,and ways of doing things that are passed from one generation to the next.

All of the following are part of the marketing process except :

Compared to consumer markets,B2B markets:

Jason bought an expensive new sports car last week.Immediately after the purchase,he starts to worry that he paid too much,and that a less expensive model with better gas mileage would have been a wiser choice.Marketers refer to the doubts Jason is experiencing as post-purchase stress syndrome.

Which of the following statements is most consistent with today's views on marketing?

In the evolution of marketing,the production era,assumed an unlimited market.

All of the following are likely career opportunities for marketing majors except :

The B2B market involves few trades and less dollars than the consumer market because there are so many more consumers than there are businesses.

Brand building strategies are more important to not-for-profit businesses than for profit businesses.

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

Government publications,such as the Statistics Canada Catalogue,are reliable sources of primary data.

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

With careful attention to controlling costs and quality,businesses can successfully satisfy consumers with a standardized product for different markets.

B2B marketers include manufacturers,retailers,hospitals,and the government.

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 to develop a community of buyers.

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

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