1 / 22

Chapter 13

Chapter 13. Marketing: Building Customer Relationships CPS questions. 1. ______ refers to the time period from our country’s first settlers through the early 1900s. Production era Selling era Marketing era Customer relationship era.

melodie-carpenter
Download Presentation

Chapter 13

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chapter 13 Marketing: Building Customer Relationships CPS questions

  2. 1. ______ refers to the time period from our country’s first settlers through the early 1900s. • Production era • Selling era • Marketing era • Customer relationship era

  3. 2. The statement that is most consistent with today's views on marketing is: • "There's a sucker born every minute." • "Find out what your competition does and do it better." • "A good promotional campaign can sell anything." • "Learn about your customers and exceed their expectations.”

  4. 3. __________ is the most accurate statement about marketing. • Because nonprofit organizations are not motivated by profit, marketing activities are not consistent with their goals • To be successful, marketers must be able to persuade consumers to purchase goods they don’t really need • Once a product is sold, focus on the next customer • Marketers recognize the need to learn as much as possible about customers and do everything possible to satisfy them

  5. 4. As the campaign manager for a candidate for the U.S. Senate, Hal works to learn as much as possible about potential voters. With this information, he hopes to focus the campaign on the issues most important to voters. This represents: • The use of marketing by a nonprofit organization. • A nonprofit application of the production era strategy. • The selling of a political candidate. • An extension of the profit orientation to a nonprofit organization.

  6. 5. A combination of _________ refers to a firm's marketing mix. • goods the firm offers to different market segments • advertising media the firm utilizes to promote its products • strategies regarding product, price, place, and promotion • people directly involved in making marketing decisions

  7. 6. _______ would be considered part of a firm's marketing mix. • Identifying the best source of funds to finance a firm's marketing activities • Determining the best pricing strategy for a product • Establishing a production schedule that enables the firm to meet forecasted sales • Designing the most efficient production plan

  8. 7. ________ would be included in the marketing mix. • Evaluating various distribution alternatives to determine the best way to get the product to the consumer • Examining various sources of funds to determine the best way to finance an expansion of the organization's production facilities • Assigning tasks to specific workers on an assembly line • Developing financial statements based on the recorded transactions of the firm during a specific time period

  9. 8. Rory has been hired as a marketing manager for a textbook publishing company. What are her primary responsibilities likely to be concerned with? • Establishing inventory control methods • Making certain production schedules are met • Planning and executing the conception, pricing, promotion and distribution of his firm's products • Preparing job descriptions and job specifications for sales representatives

  10. 9. What is the first step in the marketing research process? • To define the problem and determine the present situation. • To collect relevant data from primary and secondary sources. • To analyze the research data. • To decide upon the best ethical solution.

  11. 10. Noodles, Etc. is a chain of restaurants featuring authentic Thai cuisine in seven states. The company is looking into opening restaurants in additional markets and also wants to expand and to improve its menu. Which of the following is an example of secondary data the owners of Noodles might find useful? • Information published by the U.S. Bureau of the Census that identifies which regions of the United States are experiencing the most rapid growth in Thai-American population • A telephone survey by the marketing department of Noodles asking for opinions about the quality of the food at the restaurants • A focus group of teenagers who like Thai food who are asked about their reactions to new food dishes the restaurant may offer • E-mail responses the chain receives to a series of customer satisfaction questions posted on its website

  12. 11. Chesapeake Community College has experienced declining enrollment for the past three years. The college has relied on enrollment from newly graduated high school students in the past. In order to identify other potential markets, Chesapeake Community College would benefit from which of the following? • Test marketing • Sales promotions • Marketing research • A stakeholder audit

  13. 12. Which of the following statement is most accurate? • The most dramatic global change affecting marketing efforts of most firms is the rise of the euro as a dominant world currency • While the Internet has had a significant impact on the global reach of marketing, it has had little impact on the competitive environment most firms face • The most important technological changes in the marketing environment have been the growth of consumer databases and the evolution of the Internet • Extensive research indicates that economic and competitive trends are the only environmental factors that have a lasting impact on a firm's marketing success

  14. 13. What are the two major types of markets? • Primary market and the secondary market • B2B market and the C2C market • Consumer market and the business-to-business market • Target market and the niche market

  15. 14. ________ refers to the process of dividing the total market into several groups with similar characteristics. • Partitioning • Segmentation • Differentiation • Discrimination

  16. 15. _________ correctly identifies the motivation of firms using a market segmentation strategy. • Firms can avoid the government’s anti-trust laws by selecting a small slice of a larger market • This strategy enables a firm to identify common traits in different consumer groups • With limited resources, firms can better satisfy the wants and needs of a smaller target market • Government regulations require firms to maintain accurate records to show that the firm has not discriminated against a market segment

  17. 16. An example of demographic segmentation is which of these? • A firm producing recreational equipment divides its market into groups by region of the country, designing different products for people in different parts of the country • An automobile manufacturer offers different types of cars designed to appeal to different age groups and income levels • A motion picture company divides its market according to the attitudes and interests of its customers, marketing some films to people who enjoy action movies and targeting other movies to people who prefer romantic comedies • A company that produces food products has designed a special line of easy to prepare microwavable meals that are low fat and high in fiber to attract people interested in the health benefits of the foods they eat

  18. 17. In terms of the number and dollar volume of transactions, which of the following best describes the B2B market versus the consumer market? • B2B is larger than consumer • B2B is smaller than consumer • B2B is the same size as consumer • B2b is unrelated to consumer

  19. 18. When compared to consumer markets, B2B markets: • demand more promotional emphasis on radio and television in order to stimulate sales. • rely less on relationship marketing. • rely less on intermediaries. • are characterized by buyers who behave less rationally.

  20. 19. Nancy is a sophomore in college considering a degree in marketing. She has asked several friends for advice and their comments are listed below. The most accurate comment is: • marketing offers business students a wide array of career options. • majoring in marketing rules out a meaningful career with a nonprofit organization. • you should major in marketing only if you want to work in advertising or personal selling. • marketing is a career that offers stability, good pay and ample employment opportunities. Marketing activities today are essentially the same as they were several decades ago.

  21. 20. After years of selling in the consumer market, Gary accepted a job as a salesperson for a firm that markets its products in the B2B market. As he considers his new responsibilities, it’s likely that he will: • find little difference between buyers in the consumer market and those in the business-to-business market. • discover that decision making in the B2B requires salespeople to be little more than order takers. • learn that industrial buyers generally require more personal service than buyers in the consumer market. • find that B2B buyers tend to purchase more on impulse than consumer buyers.

  22. 1. Answer: A LG: 1 Page: 350 2. Answer: D LG: 1 Page: 351 3. Answer: D LG: 1 Page: 351 4. Answer: A LG: 1 Page: 351 5. Answer: C LG: 2 Page: 352 6. Answer: B LG: 2 Page: 352 7. Answer: A LG: 2 Page: 355 8. Answer: C LG: 2 Page: 352 9. Answer: A LG: 3 Page: 356 10. Answer: A LG: 3 Page: 357 11. Answer: C LG: 3 Page: 356 12. Answer: C LG: 3 Page: 359 13. Answer: C LG: 4 Page: 361 14. Answer: B LG: 4 Page: 362 15. Answer: C LG: 4 Page: 362 16. Answer: B LG: 4 Page: 363 – 364; figure 13.6 17. Answer: A LG: 5 Page: 367 18. Answer: C LG: 5 Page: 368 19. Answer: A LG: 5 Page: 369 20. Answer: C LG: 5 Page: 368

More Related