Exam 11: Customer-Driven Marketing

Joe is developing the marketing mix for his company's new line of power tools. A brand name, price, and distribution system have been decided. Now Joe is concentrating his efforts on developing the best advertising plan for the product line. The advertising plan is part of Joe's ______ strategy.

Subaru offers a version of its Outback called the L.L. Bean edition. This is an example of ______.

Complete the following using the terms listed below. -______ focuses on the precise way a business-to-business purchaser will use a product.

______refers to the group of possible customers that an organization directs its marketing efforts toward.

Gwen's mid-size company designs specialty lenses for a camera manufacturer. Her design specifications are based on the camera's performance, design, and price. What type of business market is Gwen engaged in?

Explain how a marketing mix is developed.

One of the most difficult areas of marketing decision making is pricing because these decisions are often subject to government regulation and public scrutiny.

What is the purpose of data mining?

An organization's ______ is the group of potential customers toward whom it directs its marketing efforts.

When the Canadian Lung Association distributes pamphlets on the dangers of smoking, it is using marketing as an educational tool.

Complete the following using the terms listed below. -______ programs reward purchasers with cash, rebates, merchandise, and other premiums for multiple purchases.

Personal and interpersonal influences are strongest in only the early steps of the consumer behaviour process.

Differentiate between B2B and B2C.

The advantage of standardization in the marketing mix includes reliable marketing performance and low costs.

Government statistics are examples of secondary data.

______ utility is created when the business firm converts raw materials into finished goods and services.

External data refer to data about other organizations.

Brand loyalty refers to the degree to which consumers recognize, prefer, and insist on a particular brand.

Products such as computers fall into the categories of consumer or business, but NEVER in both categories since they are end-user products.

Throughout the marketing process, a successful organization focuses on building customer relationships.