Chapter 13 Connect Quiz

Marketing is as much about helping sellers sell products and services, as it is about a) costing those products and services b) examining the returns on investment c) organizing the business for productivity d) helping buyers buy

When Arturo Gomez opened his Mexican restaurant in a fashionable suburb of Kansas City, he believed that the most important element of his success would be promotion. He made sure that a significant portion of his budget was devoted to advertising in local papers, sent out coupons, and really focused on the promotional aspects of the restaurant. Which of the four eras of marketing does it seem that Arturo emphasized? a) production b) selling c) marketing concept d) customer relationship management

The idea behind the marketing concept is a) understanding how to sell each and every product available, in a transactional type environment. b) increasing productivity, by creating innovative products and producing as much as possible, in a short amount of time. c) a mutually beneficial exchange between buyers and sellers, where buyers receive quality products and good service, and sellers realize a profit. d) building satisfying relationships between buyers and sellers, even if some years the seller experiences losses.

Focusing on long-term customer loyalty is integral to a) customer linkage marketing. b) promotional marketing. c) customer relationship management. d) customer care processes.

Within the marketing concept, a service orientation is an integrated organizational effort that revolves around a) finding out what consumers want and providing it for them. b) making goods and services that will earn the most profit. c) training employees to sell services in unique ways. d) making sure customers are satisfied.

Which of the following would be considered when discussing the marketing mix variables? a) Determining production schedules. b) Financing the acquisition of new machinery. c) Minimizing the financing cost of producing the product. d) Setting a price for the product.

When McDonald's considered adding pizza to their menu, the company made pizza available in some of their more established markets to determine customer reactions. That process is called a) promotion. b) test marketing. c) outsourcing. d) concept coordination.

Mac and Zach want to start their own youth sports academy aiming to teach baseball skills to young boys. Which of the following steps in the marketing process is a good place to begin? a) Design the product and service they plan to offer. b) Create the pricing structure for their new idea. c) Locate a building that is centrally located. d) Find out what young baseball players want to achieve and what's important to them.

As Mac and Zach explore the possibility of starting a youth sports academy, they collect demographic and lifestyle information about the families who would potentially buy their service. This exercise will help to better identify their a) target market. b) product offering. c) affinity for the business world. d) ability to become good business persons.

The element of the marketing mix that consists of all the techniques sellers use to inform people about and motivate them to buy their product or services is a) product. b) price. c) publicity. d) promotion

What is the first step in the marketing research process? a) analyzing data. b) collecting data. c) defining the problem. d) developing and establishing potential solutions.

When Sun-2-Shade needed some information about the potential market for its product, the marketing team looked to the Internet to find industry trends, and at the market for eyewear products, which uses the same technology that is used in their self-darkening windshield. The type of information the marketing team was using is referred to as a) secondary data. b) surveys. c) primary data. d) focus groups.

Marketers constantly require good information if they are to meet or exceed their customers' expectations. When performing marketing research, Mac and Zach's first step is to a) analyze any data they receive from outside sources. b) determine the type of information (the question) they are seeking to solve. c) cross-tabulate the data into quantifiable statements. d) collect research data from secondary and primary sources.

Two baseball leagues in the city where Mac and Zach plan to open their sports academy agreed to allow them to distribute an e-mail survey to their league players. In order to capture this opportunity, Mac quickly put together a set of 15 questions that inquire about the type of skills (batting, pitching, fielding, running) that league players want to develop. The survey and subsequent information this research would glean is called __________ data. a) primary b) secondary c) tertiary d) focus group

After one year of operation, Mac and Zach learned that several enthusiastic baseball players were driving to a larger town to receive similar services. In order to learn about the potential customers who were going elsewhere for service, Mac and Zach proceeded to look online to determine how competitors' services differed from theirs. They learned that competitors were open longer hours on weekends, and even had celebrity endorsements. The new information they gathered, and its interpretation, was the __________ part of the marketing research process. a) data gathering b) creation of the research questions c) analysis d) venture finding

Which of the following products would be considered part of the business-to-business market? a) Classes at a university for a college freshman b) Lumber needed to make furniture c) A haircut from a salon d) Appliances needed for your home

The increase in the number of older Americans has created a growing demand for nursing homes, health care, continuing education, and more. This is as a result of the changes in the __________ factors of the environment. a) economic b) technological c) sociocultural d) global

Through environmental scanning, marketers can learn new ways to reach prospective customers. As they scan the __________ environment, Mac and Zach hope to buy the most state-of-the-art mechanical pitching arms for their youth sports academy. a) economic b) technological c) social d) global

Recently, Mac and Zach's Youth Sports Academy has had several inquiries about girls' softball. While scanning the __________ environment in their service area, they become aware of the growing importance of girls' sports, and particularly girls' softball. Girls' softball received a boost in their local market when the high school team won the state championship. Mac and Zach are seriously considering expanding their operation to include softball skill lessons for young girls. a) economic b) technological c) competitive d) sociocultural

Up until now, Mac and Zach's Youth Sports Academy has served the __________ market. Just recently, the local high school contacted them inquiring about practice space for boys' baseball and girls' softball during bad weather. If they negotiate a contract with the high school, they will also be serving the __________ market. a) consumer; B2B b) B2B; consumer c) female softball; boys' baseball d) sociocultural; competitive

Market segmentation is about dividing the total market for a product or service into groups with similar characteristics and needs. Marketers often divide the total market for their products and services demographically, either by age, education, or income level. If they wanted to know if all 18-year-olds in their market had similar TV show and movie interests, their inquiry would also focus on __________ segmentation. a) volume b) benefit c) psychographic d) geographic

At one time, companies developed products and promotions to please large groups of people, and tried to sell as many products to as many people as possible. This is known as a) relationship marketing b) a consumer orientation c) forming a community of buyers d) mass marketing

Samantha just purchased a new Samsung Galaxy cell phone. Soon after her purchase, she began seeing commercials for the newest iPhone and she wonders if she made the right decision. Samantha is experiencing a) purchase pressure b) cognitive dissonance c) psychographic segmentation d) consumer confusion

Marketing strategies for the business-to-business market a) differ from consumer marketing strategies because business buyers have their own decision-making process. b) are basically similar to the consumer market, because business buyers are also consumers. c) are not concerned with relationship marketing techniques. d) are concerned with the same types of purchasing influences as those in the consumer market.

Business-to-business (B2B) customers a) are more numerous compared to consumer customers. b) never require personal selling, as do consumers. c) tend to be geographically dispersed, rather than concentrated. d) tend to be more rational in their decision making than individual consumers.