Exam 13: Marketing: Helping Buyers Buy

A test market refers to the people in a market that will be least likely to use the product or service the marketer is offering.

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

"Selling to everybody and listening to nobody" might be the result of a firm that uses a ________ marketing strategy.

The process of identifying the factors that can affect marketing success is called environmental scanning.

Which of the following refers to the process of dividing the total market into several groups with similar characteristics?

Romeo accepted a sales position at SharpSmart Computers. Before joining SharpSmart, Romeo worked in the electronics department of a retail store and sold personal computers and tablets to consumers. In his new job, Romeo will sell personal computers and tablets to businesses. Despite the fact that the products sold to these two customer groups are quite similar, Romeo is likely to find that purchasing decisions by buyers in the two markets will be influenced by different factors.

Designing a want-satisfying product is part of the marketing mix.

Setting a price for the product or service is one element of the marketing mix.

Lennox just moved from a position where he dealt with the consumer market to working as a salesperson in the B2B market. As he considers his new responsibilities, it's likely that he will

B2B markets tend to be geographically concentrated.

Providing people with a description of a potential new good or service and asking if the idea appeals to them are key parts of the marketing process.

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.

The most important component of the marketing mix is the actual design and production of the product.

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

Successful marketers adjust their product offerings as the level of economic activity changes.

Target marketing is a business strategy that focuses a firm's marketing efforts toward a potentially profitable segment of a larger market.

Luna, a marketing manager for a retailer of lighting products, will likely be involved in which of the following?

Outdoor Adventure, a company that designs and manufactures sportswear, focuses their marketing efforts on people who participate in strenuous outdoor activities such as running, hiking, and climbing. For example, the firm advertises heavily in Runner's World and Women's Running. Outdoor Adventure is using ________ factors to segment its market.

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

Which of the following terms involves the analysis of markets to identify opportunities and challenges?