Exam 13: Marketing

In marketing research, what are the two questions that must be asked in order to define the marketing problem?

Which type of segmentation is based on what the product will do rather than on consumer characteristics?

Formal and informal groups that influence buyer behaviour are referred to as which of the following?

Leigh Orren sat outside a service station every day for three weeks watching how people approach the gas pumps, pump gas, pay for their gas, and how long they stay. Orren was engaged in which of the following?

Understanding that 22 percent of the population buys 84 percent of cereal products would be useful if cereal manufacturers wanted to segment their market according to which type of segmentation?

The process of selling products based on their environmental benefits is called organic marketing. .

As part of its product strategy, Timex gives customers a one-year warranty on all watches that are marketed under the Timex brand.

Which type of marketing is the application of marketing to social issues and causes?

Personal selling is an element of the product strategy.

What would you be gathering if you place an employee in a self-service parking lot for eight hours to get the actual count of how many people leave without paying?

What will marketers who issue coupons do to see if consumers will respond more favourably to half-off coupons or two-for-the-price-of-one coupons?

The goal in environmental scanning is to gather internal environmental data to identify future market opportunities and threats.

Aldi is a no-frills grocery chain. By controlling expenses, Aldi customers can expect to save 30-50 percent compared to customers of a full-service grocery store. The supermarket chain's emphasis on maintaining its cost-competitive advantage means the company's top management is often concentrating on which of the following strategies?

Children learn by watching their parents' shopping and consuming habits. What is this passing down of cultural values and norms to children?

The categories of heavy, moderate, and light users have to do with which type of segmentation?

Frequent-buyers' clubs are common tools in relationship marketing.

An ad for Virgin Airlines shows a traveller sleeping comfortably in the airline's new seats. Which type of segmentation is this ad using?

The blend of the marketer's tools is called the four Ps. What are the four Ps?

A niche competitive advantage is a company's ability to target and effectively serve a single segment of the market within a limited geographic area.

What is the key difference between consumer products and business-to-business products?