Exam 12: Building Customer Relationships Through Effective Marketing

From the start of the Industrial Revolution until the early twentieth century, business had a strong production orientation.

Joseph Kuhn was trained as an engineer, but recently he has been assigned the marketing responsibility for his company. In his role as a marketer, he wants to know what marketing can and cannot control. You indicate that marketing cannot control

Marketing activities amount to about one-half of every dollar that consumers spend.

What four main elements does the marketing mix contain?

A plan that will enable an organization to make the best use of its resources to meet its objectives is called a

Time, place, and possession utility have no real value in terms of money.

Caroline's Crafts 'N Things Sarah works for a retail shop called Caroline's Crafts 'N Things. Sarah was often quite rude to customers when they annoyed her. One morning, her supervisor asked Sarah into her office and informed her that her behavior was unacceptable. To be rude to one customer could cause several customers not to come back. Sarah's supervisor told her that retaining a customer is much cheaper than trying to get a new one. After their constructive discussion, Sarah's boss told her that she wanted her to go out on the floor that day and attempt to be more helpful to customers. Over the next few months, Sarah began to help customers learn more about the different products in the store and often explained why the customer might want to purchase one product over another. In doing so, she realized the importance of her role in the retail shop and began to truly enjoy her job. She started to think about the future of the company. She even thought that the company could do very well if it were to sell its products on eBay. When she brought this idea to her boss, her boss thought it was excellent, and asked Sarah to look further into the pros and cons of her idea. After evaluating Sarah's research, her boss decided to move forward with the idea, asking Sarah to head up this new venture for the company. Sarah then realized that retail is not just about making the sale; the customer should be the focus of all operations. Sarah now looks up to her boss, and is very glad that she was there to mentor her. -Refer to Caroline's Crafts 'N Things. Sarah should understand that all of the following are different types of utilities except

Consumers are usually better informed than business buyers about the products they buy.

General Mills is setting up a marketing information system to keep track of marketing trends. External sources of marketing data include all of the following except

Caroline's Crafts 'N Things Sarah works for a retail shop called Caroline's Crafts 'N Things. Sarah was often quite rude to customers when they annoyed her. One morning, her supervisor asked Sarah into her office and informed her that her behavior was unacceptable. To be rude to one customer could cause several customers not to come back. Sarah's supervisor told her that retaining a customer is much cheaper than trying to get a new one. After their constructive discussion, Sarah's boss told her that she wanted her to go out on the floor that day and attempt to be more helpful to customers. Over the next few months, Sarah began to help customers learn more about the different products in the store and often explained why the customer might want to purchase one product over another. In doing so, she realized the importance of her role in the retail shop and began to truly enjoy her job. She started to think about the future of the company. She even thought that the company could do very well if it were to sell its products on eBay. When she brought this idea to her boss, her boss thought it was excellent, and asked Sarah to look further into the pros and cons of her idea. After evaluating Sarah's research, her boss decided to move forward with the idea, asking Sarah to head up this new venture for the company. Sarah then realized that retail is not just about making the sale; the customer should be the focus of all operations. Sarah now looks up to her boss, and is very glad that she was there to mentor her. -Refer to Caroline's Crafts 'N Things. When Sarah was brought into her boss's office, what was her manager trying to explain?

The power of a good or service to satisfy a human need is called utility.

Dell Computer Corporation sells personal computers to colleges and universities, hospitals, civic clubs, charitable organizations, and foundations. This market is called a(n) ____ market.

The marketing process involves eight major business functions.

By selling Christmas trees from late November through December, Home Improvement is providing ____ utility.

The four types of utility are time, place, form, and purpose.

The Terminator Home Security Company markets its infrared alarm system to urban residents who are more likely to experience a theft than their rural counterparts. This is an example of ____ segmentation.

The Whirlybird Vacuum Cleaner Company has a field sales team of 1,000 that goes door-to-door giving in-home demonstrations of the company's products. The product demonstrations often come with some high-pressure sales pitches. Whirlybird uses a strong sales orientation in moving its products.

Consumers use different types of decision behaviors when buying different products.

In a marketing information system, data from external sources include all of the following except

Between the 1920s and the 1950s, business had a strong ____ orientation, in which emphasis was placed on increased advertising, enlarged sales forces, and occasionally high-pressure selling techniques.