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Exam 13: Marketing: Helping Buyers Buy

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Question 31

True/False

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Relationship marketing is rather easy to implement in the B2B market but almost impossible to use in the consumer market due to the sheer size of the consumer market.

A) True
B) False

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Question 32

Multiple Choice

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According to the material in the "Thinking Green" box in Chapter 13, many automobile dealers are:

A) focusing on the Internet as a source of creating the proper marketing mix to reach customers.
B) ignoring the 4 Ps and concentrating on the 3 Rs: reliable products, reputation for honesty, and reasonable policies.
C) attempting to use mass marketing to create strong customer loyalty.
D) obtaining most of their sales from global markets reducing the need for inventory they must carry in the showroom.

E) B) and C)
F) All of the above

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Question 33

Multiple Choice

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Which of the following is consistent with relationship marketing?

Marketing research usually begins with secondary data because it is more accurate and more relevant than primary data.

After years of using a mass marketing strategy, Digital Print Shops has responded to new competition from national chain stores by focusing on small market segments that have been ignored by their larger competitors. Digital believes that by offering these market segments personalized customer services it can attract a loyal group of customers willing to pay premium prices. Digital's strategy to improve profits is known as:

The two major types of markets are the:

The factor that determines whether a product is classified as a consumer product or an industrial product is:

Mini-Case Callie is a successful executive who is also a fitness enthusiast. For years she worked out at Big Jim's Gym, the only gym in her small hometown. However, she felt that the environment at Big Jim's was too masculine, and discovered that her female friends agreed. They disliked the small, smelly locker room, and the limited selection of aerobics equipment. Most of them eventually quit going to Big Jim's. Callie talked to Jim Nasium, the owner of Big Jim's, about things he could do to attract more women, but Jim had little interest in making any changes. "I've got all the business I can handle," he told Callie. "Why should I spend a bunch of money to redecorate and add extra equipment? Besides, lots of the guys who work out here tell me they like the simple, no-frills atmosphere." Frustrated by Jim's indifference to her ideas, Callie began looking into the possibility of starting a health club to appeal to young, welleducated women. After visiting health clubs in other towns and talking to several friends to get ideas, she came up with a detailed plan for her club. She then described her ideas to women in the community to see how much interest there was in this type of facility. The extremely positive response encouraged her to go ahead with her plans. It took a while, but she ultimately obtained the financial backing to go into business. Callie calls her new health club Curves and Shapes. It offers a spacious and attractive locker room, better aerobics equipment, a child care area so young mothers can have someone watch their toddlers while they work out, and exercise classes designed to appeal to young women. When a woman joins her health club, Callie schedules a free session with a personal trainer who works with the new member to design a personalized workout program. Callie tries hard to keep close to her customers, sending them a monthly newsletter that includes a survey asking what they like and don't like about Curves and Shapes. She wants to please her existing customers and keep them coming back. In fact, now that Curves and Shapes have a strong membership base, Callie believes it is more important to keep existing customers loyal than to attract new customers. In addition to the comments from her own customers, Callie also spends a lot of time tracking economic, social, and competitive trends in the health club industry, trying to identify factors that can affect the marketing success of her health club. She subscribes to several journals that cover trends and report on research findings related to the health club business. She has found that these journals provide her with an inexpensive source of useful information. -When Callie developed a detailed description of her ideas for a health club and asked for feedback from women about the proposal, she was engaging in:

A reference group is society's accepted values, attitudes, and ways of doing things that consumers have to learn.

Which of the following describes a word, letter, or group of words or letters that differentiate the goods and services of a seller from those of competitors?

Marketing is a one-time activity, performed when a business is first established and introducing product in the market. Once a firm has fine-tuned its marketing activities, it can turn its attention elsewhere.

"Selling to everybody and listening to nobody" might be the result of a firm that uses a marketing strategy.

Marketing research needs to be an ongoing process at a firm since changes in the marketplace and among consumers is a continuous process.

The marketing mix provides a detailed market analysis to determine opportunities and challenges as well as information needed to make good decisions.

Government publications, such as the Annual Survey of Manufacturers and Survey of Current Business, are reliable sources of detailed primary data.

The goal of is to keep individual customers over time by offering them new products that exactly meet their requirements.

Tasteequik Food markets one line of food products to consumers looking for meals that are very simple and quick to prepare. Tasteequik also offers another line of food targeted to people interested in low fat, high nutrition foods. Tasteequik's strategy of dividing the market into groups that want similar things from the products they buy is an example of:

make sure everyone in the organization has customer satisfaction as an objective, and (3) provide goods and services that will earn a profit.

According to the "Thinking Green" box in Chapter 13, the use of specific Web sites shifts the marketing task in the automobile industry from helping the seller sell to helping the buyer buy.

Consumer decisions regarding the products they buy are often influenced by their nationality, religion, or ethnic origin. Marketers realize that the consumer decision-making process is impacted by the consumers':