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Exam 13: Marketing: Helping Buyers Buy

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Question 131

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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) True
B) False

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Question 132

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Getting the product from the producer to the consumer is a production-related process and not related to the marketing mix.

A) True
B) False

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Question 133

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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.

The four eras of the evolution of marketing are (1)production, (2)selling, (3)advertising,and (4)stakeholder relationships.

As noted in the Connecting Across Borders box,as the Hispanic population in the U.S.grows,companies are decreasing the amount of Spanish used in advertisements and packaging.

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.

Jeep™ (currently owned by Chrysler™) recognizes that it has customers who like roomy SUVs,while others like more compact versions.It also has customers who prefer off-road,sporty type vehicles.Jeep makes several models (such as Grand Cherokee™,Liberty™,Patriot™,Compass™,and Wrangler™) to satisfy the different tastes and lifestyles of its customers.Grand Cherokee customers may want traditional SUV luxury,and seldom settle for anything other than leather interiors.Liberty customers might be described as sportier,by nature,and typically women.Wrangler customer characteristics may include a group that is seldom over 30 years of age,typically male,and have often served in the U.S.military.By recognizing differences in its customers,and using different characteristics to define its customers,Jeep is:

The Bay Street Bakery (BSB) has a respected following.When it moved the business to a famous resort area,it took a big risk;however,the owners were confident that its unique European style cookies and pastries would win customer raves.And they were right! Fortunately,one of the members of the family business was convinced that BSB needed to stay in touch with its loyal customers.When customers visited the bakery,the business collected names and addresses in order to send messages about promotions and coupons to valued customers.Marketing professionals refer to this strategy as:

A ________ group consists of a small group of people who meet under the direction of a discussion leader to discuss opinions about an organization,its products,or other issues.

Which of the following tasks would be included in the marketing mix?

The secondary data collected in the research process does not need to be carefully evaluated since it's always collected from reliable secondary sources.

Susan purchased an expensive new automobile four months ago after struggling to choose between a Kadillac and a Rolls Mobile.Even now,after purchasing the Rolls Mobile,she wonders if she made the right choice.Susan is experiencing:

In an effort to increase customer loyalty,management at Phat International has worked to create a personal dialogue with their customers.This dialogue will enable Phat to offer products that exactly meet their customers' needs and provide personalized service before and after the sale.Phat International's new strategy illustrates:

Consumer decisions regarding the products they buy are often influenced by their nationality,religion,or ethnic origin.Marketers realize that the consumer decision-making process is impacted by the consumers':

Consumer databases,blogs,and social networking are some of the technological factors that are used by marketers to develop goods and services.