Deck 13: Marketing: Helping Buyers Buy

Question 1

In the production era the greatest marketing need was for distribution and storage.

Answer 1

True

Question 2

During the early 1900s, businesses emphasized as much as possible about their customers and doing everything to satisfy them.

Answer 2

False

Question 3

In the evolution of marketing, the production era assumed an unlimited market.

Answer 3

True

Question 4

The tremendous demand for consumer goods and services after World War II helped launch the production era of marketing.

Question 5

After World War II, the tremendous demand for goods and services among the returning veterans allowed businesses to sell whatever they produced without having to worry about what the competition was doing.

Question 6

The marketing concept has three parts: (1) a consumer orientation, (2) a service orientation, and (3) an advertising orientation.

Question 7

The focus of the production era was on distribution and advertising.

Question 8

In the evolution of marketing, the marketing concept era emphasized selling and advertising in an effort to persuade consumers to buy existing products.

Question 9

Because the marketing concept emphasizes a profit orientation, marketing has not been used successfully by nonprofit organizations.

Question 10

Outstanding service after the sale was a primary focus of businesses during the selling era.

Question 11

It is the job of marketers today to persuade consumers to buy the goods and services those marketers have available to sell.

Question 12

The activities of marketers depend on what needs to be done to satisfy consumer wants and needs, in other words, helping the buyer buy.

Question 13

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have a value for customers, clients, partners, and society at large.

Question 14

The marketing concept was used heavily by business when it was first suggested in the 1950s.

Question 15

The primary focus of marketing today is on selling and advertising.

Question 16

The marketing concept emphasizes that everyone from the president of the firm to the delivery people should be customer oriented.

Question 17

Customer relationship management (CRM) is the process of learning as much as possible about customers and doing everything you can to satisfy them.

Question 18

The four eras of the evolution of marketing are (1) production, (2) selling, (3) advertising, and (4) stakeholder relationships.

Question 19

During the selling era, businesses turned from an emphasis on production to an emphasis on selling.

Question 20

The idea behind customer relationship management is to enhance customer satisfaction and stimulate long-term customer loyalty.

Question 21

The sales team at the Good Life Appliances works hard to develop a close relationship with their customers and to provide satisfaction even after the sale. These efforts by Good Life's sales employees are part of the marketing process.

Question 22

Designing a want-satisfying product is part of the marketing mix.

Question 23

The Fairness Foundation is a nonprofit organization that helps underprivileged children. As a nonprofit organization, it does not perform marketing functions, since these functions are designed to help organizations earn a profit.

Question 24

Test marketing involves developing an accurate description of the product and asking people if the proposed product appeals to them.

Question 25

The primary factors involved in the marketing mix are sometimes called the 5 intangibles of marketing.

Question 26

Concept testing involves placing a product in a place where consumers will buy it.

Question 27

A brand name is generally thought of as part of the product.

Question 28

Setting a price for the product or service is one element of the marketing mix.

Question 29

The marketing process includes decisions about the best way to get the product to the consumer.

Question 30

Intermediaries are firms in the middle of a series of organizations that distribute goods from producers to consumers.

Question 31

Placing a product in a location where people will buy it is part of the marketing mix.

Question 32

Providing people with a description of a potential new good or service and asking if the idea appeals to them are key parts of the marketing process.

Question 33

The marketing team at Classic Creatives emphasizes marketing the goods that will earn the company a profit. This focus on profit orientation shows that Classic Creatives has not yet adopted the marketing concept that emphasizes a customer orientation rather than a profit orientation.

Question 34

Muffie's Muffler Repair finds out what customers want and then determines how to best meet their needs. Based on feedback from her customers, Muffie provides a written estimate before any work is done, offers a more comprehensive guarantee than her competitors, and calls customers after completion to make sure they are satisfied. These efforts suggest she is applying the concepts of customer relationship management.

Question 35

Social media is having a minimal effect on the emerging era of mobile/on-demand marketing.

Question 36

The main concern of the marketing mix is to please firm's stockholders.

Question 37

The four elements of the marketing mix are product, production, price, and predictability.

Question 38

The Connecting Through Social Media box shows marketers are increasing their customer reach through creative ways, like Snapchat filters.

Question 39

A test market refers to the people in a market that will be least likely to use the product or service the marketer is offering.

Question 40

The marketing manager's job is to design a program that effectively combines the ingredients of the marketing mix.

Question 41

Marketing focuses on the pricing and distribution of want-satisfying products, as well as determining the best way to promote the products to consumers.

Question 42

Marketers are concerned with selling goods and services, and therefore are not involved in designing the products their firm will sell.

Question 43

For safety's sake, Marshall Metals produces as many products as possible since customers are not a good source of informing the organization what they want to buy.

Question 44

A focus group consists of a small group of people who meet, under the direction of a discussion leader, to communicate their opinions about an organization, its products, or other issues.

Question 45

Marketing research helps determine what customers have purchased in the past, what situational changes have occurred to change consumer preferences, and what consumers are likely to want in the future.

Question 46

A phone or online survey is an example of primary data collection.

Question 47

Mobile apps, like Rewards4You, engage users by combining the most basic elements of social media. These apps are a great benefit to both customers and businesses. Customers get a special deal while businesses are able to get their names out to the friends of users. This is an effective form of promotion.

Question 48

Unlike advertising, which is part of the promotional component of the marketing mix, personal selling is considered to be part of the distribution function.

Question 49

Promotion includes personal selling, publicity, and word-of-mouth efforts to persuade people to buy a firm's goods or services.

Question 50

The last step in the marketing process often includes building a continuing relationship with customers.

Question 51

Effective marketing research involves listening to customers, employees, shareholders, and other stakeholders.

Question 52

Marketing involves developing and promoting a firm's products and allowing the firm's purchasing department to make all distribution and transportation decisions.

Question 53

The first step in the marketing research process is to collect relevant data.

Question 54

Marketers use very detailed surveys to gather secondary data.

Question 55

The most important component of the marketing mix is the actual design and production of the product.

Question 56

Secondary data should be gathered first because this type of information is less expensive to obtain.

Question 57

Secondary data consists of information that has already been compiled by others and is published in journals and books or made available online.

Question 58

Marketing is a limited activity, performed when a business is first established and when it introduces a new product to the market. Once a firm has fine-tuned its marketing activities, it can turn its attention elsewhere.

Question 59

Getting the product from the producer to the consumer is a production-related process and not related to the marketing mix.

Question 60

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

Question 61

As a personal trainer at a local gym, Marie has been invited by a publisher to meet with nine other people to discuss a new concept for a health and fitness magazine. A member of the publisher's marketing staff will be at the meeting to guide the discussion and to record the participants' comments and suggestions. If Marie accepts the invitation, she will be participating in a focus group.

Question 62

Consumer databases, blogs, and social network sites are some of the technological factors that are used by marketers to develop goods and services.

Question 63

Price is the determining factor as to whether a good is classified as a consumer product or a B2B product.

Question 64

Successful marketers adjust their product offerings as the level of economic activity changes.

Question 65

Population growth and changing demographics are two elements of a firm's sociocultural environment.

Question 66

The two major types of markets in business are the consumer market and the government market.

Question 67

The process of identifying the factors that can affect marketing success is called environmental scanning.

Question 68

In the marketing research process, marketers should examine alternative solutions before making a recommendation.

Question 69

Environmental scanning is a green concept that involves the tracking of pollution generated by a firm and its impact on society.

Question 70

Overheard Communications just wrapped up a phone survey of several of their current customers. In addition, they also plan to hold detailed personal interviews with about 15 additional customers. Both the phone survey and the interviews are sources of primary data for Overheard.

Question 71

Government publications, such as the Statistical Abstract of the United States Survey of Current Business Census of Retail Trade, are sources of detailed primary data.

Question 72

The secondary data collected in the research process does not need to be carefully evaluated since it's always collected from reliable secondary sources.

Question 73

The business-to-business (B2B) market involves the marketing of goods and services to institutions that sell, rent, produce, or supply goods to others.

Question 74

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

Question 75

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

Question 76

The final step of the marketing research process involves selecting from several alternative strategies, and performing follow-up research to see if results were as expected.

Question 77

Marketing research is a process that most firms complete once a year, in order to gather information for the firm's budgeting process.

Question 78

Whenever available, marketers should rely exclusively on primary data because it is much more accurate than secondary data.

Question 79

When classifying a product as a consumer product or a B2B product, the primary factor to consider is the financial status of the buyer.

Question 80

Because accurate and timely market information is vital to a firm's success, businesses should budget whatever it takes to get the best data available.