Question 1

Business-to-business markets include all of the following except ____ markets.

Accepted Answer

A)  producer 
B)  governmental 
C)  institutional 
D)  financial 
E)  reseller 
A)  producer 
B)  governmental 
C)  institutional 
D)  financial 
E)  reseller

Question 2

The distribution ingredient is concerned only with transportation and storage.

Accepted Answer

A) True 
 B)False

Question 3

Explain the difference between marketing research and marketing information systems.

Accepted Answer

Marketing research and marketing informa

Question 4

Sales forecasts generally are not affected by the level of marketing effort planned for the forecast period.

Accepted Answer

A) True 
 B)False

Question 5

Coca-Cola wants to determine how popular its new soft drink will be before launching it nationwide. What will Coca-Cola most likely use?

Accepted Answer

A)  Its marketing information system 
B)  External data 
C)  Internal data 
D)  Marketing research 
E)  Employee survey 
A)  Its marketing information system 
B)  External data 
C)  Internal data 
D)  Marketing research 
E)  Employee survey

Question 6

Morton Salt Company designs a single marketing mix and directs it at the entire market. The company is using the ____ approach.

Accepted Answer

A)  target market 
B)  undifferentiated 
C)  market segmentation 
D)  concentrated 
E)  differentiated 
A)  target market 
B)  undifferentiated 
C)  market segmentation 
D)  concentrated 
E)  differentiated

Question 7

Sheridan Marcy is getting married on Saturday. She purchases flowers for the church ceremony early Saturday morning from a local flower shop. Which of the following types of utility is not created by this activity?

Accepted Answer

A)  Form 
B)  Place 
C)  Time 
D)  Possession 
E)  Ownership 
A)  Form 
B)  Place 
C)  Time 
D)  Possession 
E)  Ownership

Question 8

No product can be marketed successfully by using the undifferentiated approach.

Accepted Answer

A) True 
 B)False

Question 9

The first stage in the development of a marketing plan is to

Accepted Answer

A)  formulate a detailed marketing objective. 
B)  select a target market. 
C)  assess the marketing environment. 
D)  develop a new product. 
E)  monitor and evaluate the marketing program. 
A)  formulate a detailed marketing objective. 
B)  select a target market. 
C)  assess the marketing environment. 
D)  develop a new product. 
E)  monitor and evaluate the marketing program.

Question 10

Buying behavior is divided into two categories including

Accepted Answer

A)  discretionary and disposable. 
B)  personal and professional. 
C)  physical and virtual. 
D)  internal and external. 
E)  consumer and business. 
A)  discretionary and disposable. 
B)  personal and professional. 
C)  physical and virtual. 
D)  internal and external. 
E)  consumer and business.

Question 11

Why would relationship marketing be valuable to a company? Why would it be valuable to a customer?

Accepted Answer

Relationship marketing would be valuable

Question 12

General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and activities of its sales force to make marketing decisions. The firm is using ____ data.

Accepted Answer

A)  internal 
B)  external 
C)  continual 
D)  government 
E)  economic 
A)  internal 
B)  external 
C)  continual 
D)  government 
E)  economic

Question 13

The four elements of the marketing mix are product, price, distribution, and promotion.

Accepted Answer

A) True 
 B)False

Question 14

Marketing managers are better able to predict consumer responses to marketing strategies and to develop a satisfying marketing mix if they are aware of the factors that

Accepted Answer

A)  are controllable marketing forces. 
B)  are uncontrollable marketing forces. 
C)  affect buying behavior. 
D)  are used to segment the market. 
E)  are involved in the handling of consumer complaints. 
A)  are controllable marketing forces. 
B)  are uncontrollable marketing forces. 
C)  affect buying behavior. 
D)  are used to segment the market. 
E)  are involved in the handling of consumer complaints.

Question 15

Arthur was a salesperson for a manufacturing firm in the late 1920s. Which of the following would his employer most likely have asked him to do?

Accepted Answer

A)  Use high-pressure sales technique to sell more of the company's high production output. 
B)  Nothing, because at this time production lagged well behind customer demand. 
C)  Simply take orders from customers and turn them in to the company. 
D)  Find out what customers really want and how the company can change its products to better meet customer needs. 
E)  Develop long-term relationships with clients. 
A)  Use high-pressure sales technique to sell more of the company's high production output. 
B)  Nothing, because at this time production lagged well behind customer demand. 
C)  Simply take orders from customers and turn them in to the company. 
D)  Find out what customers really want and how the company can change its products to better meet customer needs. 
E)  Develop long-term relationships with clients.

Question 16

Due to a recession in the United States and abroad, ski resorts have suffered from a lack of guests during the peak season. These ski resorts have felt a direct impact from ____ forces.

Accepted Answer

A)  competitive 
B)  technological 
C)  sociocultural 
D)  economic 
E)  legal and regulatory 
A)  competitive 
B)  technological 
C)  sociocultural 
D)  economic 
E)  legal and regulatory

Question 17

Long-range marketing plans typically cover two years.

Accepted Answer

A) True 
 B)False

Question 18

IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of cookware. Which of the following is not likely to be a step in IRI's research process?

Accepted Answer

A)  Interpreting the research data 
B)  Collecting data 
C)  Making decisions about whether or not the cookware's market performance is acceptable 
D)  Designing the research project 
E)  Reporting data to T-Fal executives 
A)  Interpreting the research data 
B)  Collecting data 
C)  Making decisions about whether or not the cookware's market performance is acceptable 
D)  Designing the research project 
E)  Reporting data to T-Fal executives

Question 19

On the way to work, Jill Lindquist realized her car was overheating, so she immediately pulled into a service station to have the problem fixed. Jill's buying process for the car repair was influenced by

Accepted Answer

A)  social factors. 
B)  situational factors. 
C)  problem recognition. 
D)  psychological factors. 
E)  evaluation factors. 
A)  social factors. 
B)  situational factors. 
C)  problem recognition. 
D)  psychological factors. 
E)  evaluation factors.

Question 20

The exchange function involves buying, selling, and transporting.

Accepted Answer

A) True 
 B)False

Exam 12: Building Customer Relationships Through Effective Marketing

Business-to-business markets include all of the following except ____ markets.

The distribution ingredient is concerned only with transportation and storage.

Explain the difference between marketing research and marketing information systems.

Sales forecasts generally are not affected by the level of marketing effort planned for the forecast period.

Coca-Cola wants to determine how popular its new soft drink will be before launching it nationwide. What will Coca-Cola most likely use?

Morton Salt Company designs a single marketing mix and directs it at the entire market. The company is using the ____ approach.

Sheridan Marcy is getting married on Saturday. She purchases flowers for the church ceremony early Saturday morning from a local flower shop. Which of the following types of utility is not created by this activity?

No product can be marketed successfully by using the undifferentiated approach.

The first stage in the development of a marketing plan is to

Buying behavior is divided into two categories including

Why would relationship marketing be valuable to a company? Why would it be valuable to a customer?

General Foods Corporation uses data such as sales figures, product and marketing costs, inventory levels, and activities of its sales force to make marketing decisions. The firm is using ____ data.

The four elements of the marketing mix are product, price, distribution, and promotion.

Marketing managers are better able to predict consumer responses to marketing strategies and to develop a satisfying marketing mix if they are aware of the factors that

Arthur was a salesperson for a manufacturing firm in the late 1920s. Which of the following would his employer most likely have asked him to do?

Due to a recession in the United States and abroad, ski resorts have suffered from a lack of guests during the peak season. These ski resorts have felt a direct impact from ____ forces.

Long-range marketing plans typically cover two years.

IRI, a marketing research firm, has been contracted by T-Fal to evaluate the market performance of a new line of cookware. Which of the following is not likely to be a step in IRI's research process?

On the way to work, Jill Lindquist realized her car was overheating, so she immediately pulled into a service station to have the problem fixed. Jill's buying process for the car repair was influenced by

The exchange function involves buying, selling, and transporting.

Exploring the World of Business and Economics

A: Being Ethical and Socially Responsible

B: Being Ethical and Socially Responsible

A: Exploring Global Business

B: Exploring Global Business

Choosing a Form of Business Ownership

Small Business, Entrepreneurship, and Franchises

Understanding the Management Process

Creating a Flexible Organization

Producing Quality Goods and Services

Attracting and Retaining the Best Employees

Motivating and Satisfying Employees and Teams

Enhancing Union-Management Relations

A: Creating and Pricing Products That Satisfy Customers

B: Creating and Pricing Products That Satisfy Customers

Wholesaling, Retailing, and Physical Distribution

Developing Integrated Marketing Communications

Social Media, E-Business, and Accounting

Using Management and Accounting Information

Understanding Money, Banking, and Credit

Mastering Financial Management

A: Understanding Personal Finances and Investments

B: Understanding Personal Finances and Investments

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