Exam 11: Customer-Driven Marketing

A university offers alumni a special Visa card with the university's logo printed on the front. Each time the cardholder uses the card, the university receives a small percentage of the amount charged. This is an example of ______.

The era in marketing history characterized by the notion that a good product will sell itself is known as the ______ era.

Both personal and interpersonal factors influence the way buyers behave.

The Internet is considered a direct method for connecting with customers.

Which one of the following is NOT a component in demographic segmentation?

Becky opened a sandwich stand near a row of corporate offices whose employees previously had to drive several miles to get their lunch. Becky is utilizing ownership utility.

Complete the following using the terms listed below. -The group of potential customers toward whom a company directs its marketing efforts is the company's ______.

Define 'consumer behaviour'.

Approximately how much more does it cost to attract one new customer than to keep an existing one?

Esperanza is reviewing data that shows sales of her company's products during specific hours of each day. What kind of data is Esperanza reviewing?

Complete the following using the terms listed below. -The use of a computer to search through massive amounts of customer data to detect patterns and relationships is known as ______.

A focus group is a method of collecting ______ data and is a(n) ______.

The production era in marketing stressed that the customer was always right.

______ refers to end consumers' activities that are directly involved in obtaining, consuming, and disposing of products, and the decision processes before and after these activities.

A possible concern with primary data is that the information isn't specific or current enough.

Which of the following has a negative influence on consumers with regard to their buying and spending behaviour?

Secondary data refers to previously published data.

Cause marketing refers to efforts that are designed to attract the attention, interest, and preference of a target market toward a person.

A company's production function creates form utility by converting raw materials, component parts, and other inputs into finished goods and services.

Which of the following is an interpersonal determinant of consumer behaviour?